[ Le préambule de la mise en place d’une démarche marketing territorial: Proposition d’un modèle conceptuel ]
Volume 20, Issue 2, May 2017, Pages 417–430
AZIZ EL KHAZZAR1 and HICHAM ECHATTABI2
1 Enseignant chercheur, Groupe de Recherche en Economie et Territoire (GRET), Faculté des Sciences Juridiques, Economiques et Sociales, Université Abdelmalek Essaâdi, Tanger, 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 © 2017 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.
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.
Author Keywords: Place marketing, territorial attractiveness, territorial marketing approach, preamble of a territorial marketing approach.
Volume 20, Issue 2, May 2017, Pages 417–430
AZIZ EL KHAZZAR1 and HICHAM ECHATTABI2
1 Enseignant chercheur, Groupe de Recherche en Economie et Territoire (GRET), Faculté des Sciences Juridiques, Economiques et Sociales, Université Abdelmalek Essaâdi, Tanger, 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 © 2017 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
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.
Author Keywords: Place marketing, territorial attractiveness, territorial marketing approach, preamble of a territorial marketing approach.
Abstract: (french)
Dans un contexte fortement concurrentiel, les villes et régions du monde ont de plus en plus recours au marketing territorial et aux marques territoriales («Be Berlin », « I Amsterdam » « Only Lyon », « I Love NY ») pour assurer leur attractivité avec une bonne gestion de leur image. Face à cet engouement collectif, le marketing territorial est désormais un outil capital pour les collectivités territoriales. Certes, ce type de marketing –appliqué au territoire - se caractérise par une complexité théorique et une absence totale de consensus sur son fondement théorique et conceptuel. Néanmoins, son évolution et ses tendances ne cessent d’accroitre, car le contexte dans lequel intervient est en pleine mutation et évolution. Aujourd’hui, le marketing territorial est arrivé au stade de branding, à la stratégie d’ambassadeur, au digital, etc. Dans la présente recherche, nous tentons, après avoir survolé la littérature de l’attractivité et de marketing territorial, de mettre l’accent sur la phase préalable de mise en place d’une démarche de marketing territorial, d’une part. Et de proposer un modèle conceptuel expliquant, les conditions nécessaires de mise en place d’une démarche de marketing territorial et de son efficacité dans le renforcement de l’attractivité des investissements d’autre part. Cette phase préalable vient poser les bases solides d’implantation d’une démarche marketing territorial réussie, composée généralement de deux grandes étapes : une étape de marketing territorial stratégique et une autre de marketing territorial opérationnel.
Author Keywords: marketing territorial, attractivité territoriale, démarche marketing territorial, préambule de démarche marketing territorial.
How to Cite this Article
AZIZ EL KHAZZAR and HICHAM ECHATTABI, “Preamble of the implementation of a territorial marketing approach: Proposal of a conceptual model,” International Journal of Innovation and Applied Studies, vol. 20, no. 2, pp. 417–430, May 2017.
