Planning and Marketing the City for Sustainability: The Madrid Nuevo Norte Project

Madrid Nuevo Norte (Madrid New North) is an urban redevelopment program applied in the city of Spain. Regarding this, aim this paper twofold: firstly, project examines if aligned with principles sustainability. Secondly, investigates impact on application marketing strategies Madrid. For those purposes, questionnaires were distributed through Internet to 122 developers and planners located Spanish capital. The results indicated that overall, contributes sustainable development Madrid; however, concerns identified regarding budget timeline project. In addition, provides significant opportunities local authorities implement strategies, aiming improve competitiveness quality life To end, it seems marketing, construction mega projects, should contribute sustainability, ensuring a better for residents communities general. research expected assist Spain harness potential projects such as designing promote international context gives emphasis