Author: Ana Paula Montes Ruiz

The public-private confluence of interests between urban and real estate marketing. The case of the Mitikah Ciudad Viva project

ANA PAULA MONTES RUIZ (2021)

The shift from a managerial to an entrepreneurial approach establishes a new form of urban governance based on a broader coalition of forces in which public-private partnerships have taken place. The Xoco-Mitikah urban conflict shows that the confluence of interests between the real estate and urban tourism industry embraces the common goal of designing an urban experience that makes the competitive advantages of Southern Mexico City profitable for both. Mitikah’s real estate marketing analysis showed that, through the promotion highlights of the South, the conflictive socio-territorial relationships that emerge along with the construction of real estate megaprojects are emotionally and affectively mediated.

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urban conflict real estate marketing social media urban tourism conflicto urbano marketing inmobiliario redes sociales turismo urbano HUMANIDADES Y CIENCIAS DE LA CONDUCTA HUMANIDADES Y CIENCIAS DE LA CONDUCTA