[ Analyse du marketing des territoires à la lumière des théories des parties prenantes et de la proximité ]
Volume 39, Issue 4, June 2023, Pages 1634–1646
Sanaa Moussalim1 and HICHAM ECHATTABI2
1 Laboratoire Etudes et Recherches Economiques et Sociales (LERES), Faculté des sciences juridiques économiques et sociales, Université Moulay Ismail, Meknès, Morocco
2 Enseignant chercheur, Laboratoire de Recherche en Economie de l’Energie, Environnement et Ressources (GREER), Faculté des Sciences Juridiques, Economiques et Sociales Kelâa des Sraghna, Université Cadi Ayyad, Marrakech, Morocco
Original language: French
Copyright © 2023 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Place marketing is a discipline that has been growing for about thirty years. Places, at different scales, are now engaged in marketing initiatives, ranging from simple communication campaigns, to more elaborate strategies, and often launching, as for any product, place brands for cities and regions. Place marketing is thus a tool used to make places more attractive, more competitive and unique, but also, increasingly, as a tool of place management. It also serves to boost economic place development, the success of which depends on many factors, namely the proximity, both geographic and organizational, between the various stakeholders. In this article, we will, through a case study of the Moroccan Oriental region, tap into stakeholders and proximity theories, in order to identify the important stakeholders in the region to be mobilized in marketing strategies as well as the proximity types existing between these various players. We will conclude by proposing some recommendations for the success of place marketing.
Author Keywords: Proximity, Place, Place marketing, Stakeholders, Oriental region, Morocco.
Volume 39, Issue 4, June 2023, Pages 1634–1646
Sanaa Moussalim1 and HICHAM ECHATTABI2
1 Laboratoire Etudes et Recherches Economiques et Sociales (LERES), Faculté des sciences juridiques économiques et sociales, Université Moulay Ismail, Meknès, Morocco
2 Enseignant chercheur, Laboratoire de Recherche en Economie de l’Energie, Environnement et Ressources (GREER), Faculté des Sciences Juridiques, Economiques et Sociales Kelâa des Sraghna, Université Cadi Ayyad, Marrakech, Morocco
Original language: French
Copyright © 2023 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Place marketing is a discipline that has been growing for about thirty years. Places, at different scales, are now engaged in marketing initiatives, ranging from simple communication campaigns, to more elaborate strategies, and often launching, as for any product, place brands for cities and regions. Place marketing is thus a tool used to make places more attractive, more competitive and unique, but also, increasingly, as a tool of place management. It also serves to boost economic place development, the success of which depends on many factors, namely the proximity, both geographic and organizational, between the various stakeholders. In this article, we will, through a case study of the Moroccan Oriental region, tap into stakeholders and proximity theories, in order to identify the important stakeholders in the region to be mobilized in marketing strategies as well as the proximity types existing between these various players. We will conclude by proposing some recommendations for the success of place marketing.
Author Keywords: Proximity, Place, Place marketing, Stakeholders, Oriental region, Morocco.
Abstract: (french)
Le marketing territorial est une discipline qui prend son essor depuis une trentaine d’années. Les territoires, à différentes échelles, sont aujourd’hui engagés dans des démarches de marketing, allant de simples campagnes de communication, à des stratégies plus élaborées, avec à la clé le lancement, comme les produits, de marques territoriales, pour les villes et les régions. Le marketing territorial est ainsi un outil au service de l’attractivité, de la compétitivité, et de la différentiation des territoires, mais aussi, de plus en plus, un outil du management territorial. Il est également utilisé comme un moyen de développement économique des territoires, dont le succès dépend de nombreux facteurs, dont notamment la proximité, géographique et organisationnelle, entre les différentes parties prenantes. A travers une étude de cas de la région de l’Oriental marocain, nous mobiliserons dans le cadre de cet article, les théories des parties prenantes et de la proximité, afin d’identifier les parties prenantes importantes de la région à mobiliser dans les stratégies marketing et les types de proximités entre les acteurs de la région de l’Oriental et formulerons des recommandations pour le succès du marketing des territoires.
Author Keywords: Proximités, Territoire, Marketing territorial, Parties prenantes, l’Oriental, Maroc.
How to Cite this Article
Sanaa Moussalim and HICHAM ECHATTABI, “Analysis of territory marketing in light of stakeholder and proximity theories,” International Journal of Innovation and Applied Studies, vol. 39, no. 4, pp. 1634–1646, June 2023.
