English to Spanish Marketing Social Science, Sociology, Ethics, etc. (Business) Idioms

Type of document:
A structured collection of Actions for Local Economica Development (LED) with so-neat examples of how this stuff works. Published by the UN agency created to deal with "human settlements" issues.

This part deals specifically with "marketing activities" to "promote" your community
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Context:
OBSTACLES AND CHALLENGES
* EXPECTING TOO MUCH TOO SOON
Marketing often takes time to pay off[...]
* MARKET CHANGES
Market behaviour can be unpredicatble and [...]
* SCATTERING EFFORTS
Communities may use marketing to try and fulfill more LED objectives than they are capable of achieving with their resources. It is more useful to focus on a few tangible objectives that trying to do everything at once.
* COMPETING OVER YOUR HEAD
Rather than focusing on the uniqueness of the local area, marketing efforts may be directed towards competing with communities with a different set of resources. This may
accentuate what the local area lacks instead of what it has to offer to potential customers.
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Not very sure under which Field label this is to go. I chose "Social Science" but I wonder if it should go under "marketing" or even "slang"