Contribución del marketing a la gestión comercial en un centro urbano desde un enfoque de desarrollo sostenible.

For a very long time, urban commerce has been facing very significant changes, where the critical factors worsen and measures should be adopted, or else, the spiral decline may affect, already in an irreversible way, not only the very sector, but also the context in which it develops -the city-. The purpose of the present paper is the discussion of the solution process that will improve commerce competitiveness in urban surroundings. The analysis will focus on a procedure to develop, of horizontal character, that will make possible to adapt the commercial urban structure to the new and changing needs of demand. [ABSTRACT FROM AUTHOR]