Innovative Strategies of Urban Heritage Management for Sustainable Local Development

The research in progress addresses the issue of marketing for urban regeneration, according to the innovative management aspects which focus on the network of relationships among persons, groups of people and companies in a complex exchange of resources generating value. In this perspective, planning and evaluation instruments become effective when included in a wider resource management process of a city within the territorial system. Environmental, historical and cultural resources of a territory are framed in a production-consumption cycle in which the network of tangible and intangible connections is a crucial point in both national and international debate. Recently, with the crisis of the Fordism model and the progression of cognitive capitalism, the management strategies of urban heritage related to business and market mechanisms could gain importance. Through marketing strategies, the cities regeneration would take the value of both enhancement of existing territorial vocations and construction/production of a new identity. The proposed methodological approach want to highlight the innovative management aspects that link marketing with the city management, emphasizing issues related to the perception of genius loci and those related to market logics in a resources co-production process.