Le preambule de la mise en place d'une demarche marketing territorial: Proposition d'un modele conceptuel/Preamble of the implementation of a territorial marketing approach: Proposal of a conceptual model

• Published in: International journal of innovation and applied studies Vol. 20; no. 2; p. 417
• Main Authors: El Khazzar, Aziz, Echattabi, Hicham
• Format: Journal Article
• Language: French
• Published: Rabat International Journal of Innovation and Applied Studies 01.05.2017
• ISSN: 2028-9324

In a strongly competing context, the cities and areas of the world resort more and more to territorial marketing and to territorial brands ("BeBerlin", "I Amsterdam" "Only Lyon", "I love NY") to ensure their attractiveness with a good management of their image. In the face of this collective craze, the territorial marketing is from now on a major tool for territorial. Certainly, this type of marketing - applied to the territory- is characterized by a theoretical complexity and a total absence of consensus on its theoretical and conceptual basis. Nevertheless, its evolution and its trends do not stop increasing because the context in which it intervenes is fast-changing and developing. Today, territorial marketing has reached the stage of branding, to do ambassador's strategy, to do digital field, etc. In this research, having checked the literature of the attractiveness and the territorial marketing we are trying to focus on the preliminary phase of implementation of an approach of territorial marketing, on the one hand, and to propose an abstract model, which explains the necessary conditions of implementation of an approach of territorial marketing and its efficiency in the strengthening of the attractiveness of the investments on the other hand. This preliminary phase comes to put the solid bases of setting-up of a successful territorial marketing approach, made up generally of two big stages: a stage of strategic territorial marketing and another one of operational territorial marketing.