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.

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.

This paper aims at enriching theoretical and practical basis of territorial marketing in Morocco. Indeed, in an international globalized and digitalized context, regions are called upon to stand out by resorting to communication and promotion tools, and in a larger scale to territorial marketing tools. Therefore, any debate on territories-applied marketing is virtually habitual among politicians and economic and territorial developers. Morocco has gone through an important phase in the process of territorialisation through the establishment of genuine economic regions equipped with authority and decision-making autonomy. In this framework, the adoption of territorial marketing has become a must to accompany Morocco