Internal marketing as basic element in the development of cities and towns

Abstract

In a scenario of fears and uncertainties, and increased competition in all fields, localities also seek new ways of promoting the cities’ potential in all their dimension. The essence of the issue of a city’s development lies in how well the exchange processes between the town, or region, and its visitors are managed, such as new investors and tourists, among others. However, the actions directed to the citizens are means to understand their role as fundamental to the locality development. This paper aimed to develop a framework in order to support new academic studies and the performance of the cities’ managers that seek to develop and see in the marketing practice a good way to achieve this goal. More specifically, the developed framework is a very useful tool to guide the practice of the internal marketing as an important resource to achieve local development.