TERRITORIAL MARKETING AS A TOOL FOR TERRITORIAL ATTRACTIVENESS: LITERATURE REVIEW

Auteurs-es

  • CHAIMAA LAOUTE Doctor in Economics and Management at the Mohammedia Faculty of Law, Economic and Social Sciences, Hassan II University, Casablanca
  • BOUCHRA ALJ Professor at the Mohammedia Faculty of Law, Economic and Social Sciences, Hassan II University, Casablanca, Morocco

DOI :

https://doi.org/10.48376/IMIST.PRSM/remarem-v16i1.48814

Mots-clés :

TERRITORIAL MARKETING, TERRITORIAL ATTRACTIVENESS, TERRITORY, COMPETITIVENESS, TERRITORIAL MIX, TERRITORIAL MARKETING APPROACH

Résumé

Territorial marketing is a major challenge for nations nowadays. It is a strategic process that aims to promote and promote the image of a country, region or city in order to attract and retain investors, tourists or talent. It also promotes the competitiveness of the territory, particularly in a global context characterized nowadays by the intensification of territorial competition.

The objective of our scientific contribution is to examine and categorize the impact of territorial marketing techniques on the attractiveness of territories. Our main objective is to propose some elements of reflection on improving the attractiveness of nations through the use of marketing practices that can also be a source of inspiration for territorial decision-makers involved in the territorial development projects. In this sense, this work shows local actors, researchers and practitioners how this approach, which is based on the implementation of a set of marketing methods in the territory and constitutes a public management tool, can strengthen the attractiveness of territories and position them in a competitive location market to retain and attract the population and production factors.

In order to clarify and frame our theoretical argument, the research methodology used in this work is rooted in a conceptual framework of territorial marketing and its interaction with territorial attractiveness, which is based on various documentary research. Then, based on a recent literature review, we expose the territorial marketing techniques proposed by global experts in this disciplinary field to guide researchers, territorial actors as well as practitioners interested and/or responsible for promoting and positioning their territories on the global market.

Biographie de l'auteur-e

BOUCHRA ALJ , Professor at the Mohammedia Faculty of Law, Economic and Social Sciences, Hassan II University, Casablanca, Morocco

 

 

 

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Publié-e

16-05-2024

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