Wherein Is Set down What City Marketing Is

In a place at La Mancha El Quijote decided to go out as a knight-errant in search of adventure. In one of his escapades El Quijote met Master Pedro and his divining past-things ape. Master Pedro was a famous puppet-showman, exhibiting a show of the release of Melisendra and thus, for the very first time in our history, he linked marketing and technology. The Master Pedro’s show was mainly used to dazzle the audience so later he could get a generous amount of cash with the aid of the divining ape. This is a funny story about the use of “technology in marketing” which remembers us an important and old lesson: Technology is only a part of a solution. The Master Pedro’s show is a story that can be seen from both a technological and a human perspective. The first one allows unlimited options, but the human view is responsible for providing the values and principles that can make technology a tool to be used in benefit of everybody. And this is something that cities have to bear in mind when entering in the fascinating world of city marketing through information and communication technology (ICT).