Laboratoire Etudes et Recherches Economiques et Sociales (LERES), Faculté des sciences juridiques économiques et sociales, Université Moulay Ismail, Meknès, Morocco
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.
Show abstract
Full Text
