Internalising Negative Self-Image Externalities: The First Objective for City Marketing as a Municipal Management Tool

In times of crisis or traumatic transformation processes, one of the most frequent negative externalities is that the self-image of a city deteriorates among its stakeholders, which affects their economic and social expectations and decisions. The internalisation of this externality must be a key objective for the local public manager so that any initiative can be carried out with collective support and collaboration. When applied to this end, city marketing and the instruments that this technology makes available to city managers provide optimal results.