Abstract
Abstract. Place marketing, a modern place management tool that straddles communication, marketing and territorial strategies, is not only used to promote the territory but also helps territorial governments to manage it better and to think in terms of market. To do this, the environment and the conditions to establish a place marketing strategy must be thought out beforehand. This article aims first of all, to come back to the marketing of territories as, today, an approach before moving on to the conditions and the environment of its implementation in the Moroccan context.
Keywords. Place marketing strategy, Territories, Moroccan context.
JEL. R12, R13, Q15, Z33.References
Boisen, M., Terlouw, K., Groote, P., & Couwenberg, O. (2017). Reframing place promotion , place marketing , and place branding - moving beyond conceptual confusion. Cities, August, 1–8. doi. 10.1016/j.cities.2017.08.021
Chamard, C. (2014). Le Marketing Territorial: Comment Développer L’attractivité et L’hospitalité des Territoires? De Boeck Superieur.
Echattabi, H. (2018). La Démarche Marketing Territorial Comme Levier de L’attractivité D’investissements: Cas de la Région Marrakech-Safi. Université Abdelmalek Essaadi, Tanger.
Echattabi, H., & Moussalim, S. (2020). Le marketing territorial: Entre légitimité et difficulté de transposition et de définition The. African Scientific Journal, 1–24. doi. 10.2307/j.ctv18phfss.25
El-Khazzar, A., & Echattabi, H. (2016). Les pratiques du Marketing territorial dans le contexte Marocain: éléments de reflexion. International Journal of Innovation and Applied Studies, 16(1), 2028–9324.
El Khazzar, A., & Echattabi, H. (2017). Le préambule de la mise en place d’une démarche marketing territorial: Proposition d’un modèle conceptuel. Innovative Space of Scientific Research Journals, 20(2), 417–430.
Eugenio-Vela, J. de S., Ginesta, X., & Kavaratzis, M. (2020). The critical role of stakeholder engagement in a place branding strategy: a case study of the Empordà brand. European Planning Studies, 28(7), 1393–1412. doi. 10.1080/09654313.2019.1701294
Gertner, D. (2011a). Unfolding and configuring two decades of research and publications on place marketing and place branding. Place Branding and Public Diplomacy, 7(2), 91–106. doi. 10.1057/pb.2011.7
Gertner, D. (2011b). A (tentative) meta-analysis of the place marketing and place branding literature. Journal of Brand Management, 19(2), 112–131. doi. 10.1057/bm.2011.13
Halme, J. (2021). The role of social capital in the institutionalization of regional place marketing activity. Place Branding and Public Diplomacy, 0123456789. doi. 10.1057/s41254-021-00201-x
Houllier-Guibert, C.-E. (2017). Gérer l’image des territoires avec le marketing territorial : émergence d’un « place branding » francophone? Gestion et Management Public, 6(1), 6-7. doi. 10.3917/gmp.061.0006
Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, 1(1), 58–73. doi. 10.1057/palgrave.pb.5990005
Noisette, P., & Vallérugo, F. (2010). Un monde de villes. Le marketing des territoires durables.
Pasquinelli, C., & Vuignier, R. (2020). Place marketing, policy integration and governance complexity: an analytical framework for FDI promotion. European Planning Studies, 28(7), 1413–1430. doi. 10.1080/09654313.2019.1701295
Proulx, M.-U., & Tremblay, D. (2006). Marketing territorial et positionnement mondial Global positioning of the peripheries with territorial marketing. Géographie, Économie, Société, 8, 239–256. doi. 10.3166/ges.8.193-211
Skinner, H. (2008). The emergence and development of place marketing’s confused identity. Journal of Marketing Management, 24(9–10), 915–928. doi. 10.1362/026725708X381966
Sperling, D. (1991). Le Marketing Territorial. Milan-Midia.
Vuignier, R. (2016). Marketing territorial et branding territorial : une revue de littérature systématique. 58. [Retrieved from].
Vuignier, R. (2018). Attractivité des territoires et place branding : étude exploratoire de la sensibilité des décideurs d’entreprise à la marque territoriale. University of Lausanneel. [Retrieved from].