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Observing the independent activity of some cultural companies between 2014 and 2016, the interest arose to investigate how the marketing and diffusion processes were addressed since certain fundamental aspects were found that did not have the necessary formality to carry out an adequate communication about the cultural offer of the city. This research proposes a theoretical and practical analysis of these processes in Medellin, Colombia and aims to understand the marketing and communication processes that twelve city companies have implemented to achieve a positioning in the cultural market in the local, national and international fields. [ABSTRACT FROM AUTHOR]