scholarly journals Practices of Territorial Marketing in Morocco: A Study of the Experience of Tangier

2016 ◽  
pp. 1-21
Author(s):  
Fadoua Laghzaoui ◽  
Mostafa Abakouy
Keyword(s):  
Territorial Marketing

Lyon – UNESCO’s Creative City of Gastronomy?

2016 ◽  
Vol 4 (2) ◽  
pp. 126-132 ◽  
Author(s):  
Cecilia Avelino Barbosa
Keyword(s):  
Cultural Industries ◽  
Brand Positioning ◽  
City Branding ◽  
Structured Interviews ◽  
Creative Cities ◽  
Marketing Program ◽  
Creative City ◽  
Territorial Marketing ◽  
The World ◽  
The City

The fast urbanization in many regions of the world has generated a high competition between cities. In the race for investments and for international presence, some cities have increasingly resorting to the territorial marketing techniques like city branding. One of the strategies of recent years has been to use of creativity and / or labeling of creative city for the promotion of its destination. This phenomenon raises a question whether the city branding programs have worked in accordance with the cultural industries of the territory or if such labels influence the thought of tourists and locals. This paper begins by placing a consideration of the UNESCO Creative Cities Network (UCCN) and the strategies of the Territorial Marketing Program of the city of Lyon in France, Only Lyon. It also raises the question the perception of the target public to each of the current actions through semi-structured interviews which were applied between May and August 2015. Finally, I will try to open a discussion the brand positioning adopted by the city of Lyon

scholarly journals Territorial Marketing as an Element Boosting the Development of a Commune

2015 ◽  
Vol 23 (2) ◽  
pp. 40-51
Author(s):  
Małgorzata Renigier-Biłozor ◽  
Andrzej Biłozor
Keyword(s):  
Social Economic ◽  
Limited Resources ◽  
Location Factors ◽  
Territorial Marketing ◽  
The Social ◽  
Fierce Competition ◽  
Effective Use ◽  
Marketing Approach ◽  
The Way

Abstract Recently, it has become popular to streamline the way of managing territorial units by adapting the marketing approach to a territorial dimension. The majority of cities and communes in Poland have realized that, in order to achieve their set goals under conditions of fierce competition for limited resources, it is necessary to introduce territorial marketing as one of the key and significant own tasks to be implemented. The objective of the article is to develop principles of the effective use and management of the area of a commune by carrying out suitable marketing projects, based on an analysis of the social, economic and geopolitical situation of the commune, with particular emphasis placed on location factors.

scholarly journals Territorial Marketing Applied to Cultural Tourism: Assessment of Cultural Event Impacts

2014 ◽  
Vol 11 ◽  
pp. 585-593 ◽  
Author(s):  
Claudia Ventura
Keyword(s):  
Economic Impact ◽  
Impact Analysis ◽  
Research Work ◽  
Cultural Tourism ◽  
Regional Studies ◽  
Input Output ◽  
Territorial Development ◽  
Event Marketing ◽  
Economic Impact Analysis ◽  
Territorial Marketing

Event Marketing and Regional Studies are widely considered discipline with still uncertain and not fully defined contours. In order to highlight the extent and the relevance of developing researches into these fields, it is proposed here a study able to demonstrate the operational validity of marketing in favor territorial development. The research work has addressed the issues of territorial promotion and analysis of touristic attitude of destinations providing an innovative application of the input-output methodology, used in the economic impact analysis.

scholarly journals The Use of Strategic Marketing Tools for Territories to Develop the Domestic Tourism Resource Potential

2020 ◽  
pp. 28-34
Author(s):  
Olena Sushchenko ◽  
Nadiya Dekhtyar ◽  
Iryna Chernysh
Keyword(s):  
Tourism Development ◽  
Strategic Marketing ◽  
Tourist Destination ◽  
Resource Potential ◽  
Territorial Marketing ◽  
Potential Development ◽  
Domestic Tourism ◽  
Tourism Resource ◽  
Tourist Infrastructure ◽  
Destination Brand

The aim of the article is to research of the features and to develop a set of recommendations for the use of strategic marketing tools for territories to develop the resource potential in Ukraine. The use of tourism resource potential is played an important role in the domestic tourism development. It is shown that the domestic tourism resource potential development is determined by the tourist product, the tourist infrastructure, the territory promotion, and the destination brand. The use of strategic marketing innovative tools and marketing support is grounded. The components of strategic marketing of territories are determined. The use of "portfolio" strategy in territorial marketing is proposed. The general tools of territorial marketing are given. It is substantiated that the Kharkiv region has a significant resource potential for the domestic tourism development. To form a positive image of Kharkiv as a tourist destination the implementation of an image marketing strategy is proposed. The competitive advantages of Kharkiv as an attractive tourist destination, a perspective center of exhibition and congress activities are determined.

scholarly journals Brand Identifiers as a Tool of Territorial Development

2020 ◽  
pp. 134-143
Author(s):  
Ella Mitina ◽  
Natalia Kalkova ◽  
Olga Yarosh
Keyword(s):  
Urban Space ◽  
Brand Management ◽  
Age Groups ◽  
Regional Identity ◽  
Territorial Development ◽  
Emotional Perception ◽  
Territorial Marketing ◽  
Information Labor ◽  
The Republic ◽  
The City

One of the promising areas of scientific research today is branding of territories. This issue is widely covered in the context of territorial marketing. Brand influence on recipient’s behavior is a significant brand management goal. That is why branding is actively used today in economy, in particular, when creating a territorial image. The development of urban space is predetermined by the need to form strategic guidelines that are adaptive to the existing competitive potential of the territory, dynamically changing environmental conditions, and toughening competition in the investment, information, labor, event, tourist and other markets. In this regard, the issues of territory’s promotion in the domestic and intercountry spaces by means of creating a recognizable urban brand which is associated with the most significant competitive advantages of the territory become more and more crucial. The importance of understanding the category of territory branding in the economic context is determined, in our opinion, by the formation of a territory brand, which helps to significantly strengthen the regional identity aimed at the elimination of various contradictions of religious, national character, as well as solution of problematic issues connected with the coexistence of various social groups within the same region. In order to determine the influence of brand identifiers on the economic development of the region, the authors have conducted a marketing study among the population of the Republic of Crimea, in which 242 respondents from various social and age groups took part. The survey reveals: respondents’ awareness of regional symbols depending on their age; respondents’ emotional perception of the logo of the city of Yalta; associative perception of the logo of the city of Saki; visual perception of the logo of the city of Kerch; knowledge of the logo of the city of Sudak; associative perception of the logo of the city of Feodosia; attitude of the population of the Republic of Crimea to the logos of cities in the region.

scholarly journals Territorial marketing and brand building of city: the meaning and definition of marketing?

2015 ◽  
pp. 186-202
Author(s):  
Andrzej MIRSKI
Keyword(s):  
City Branding ◽  
Brand Building ◽  
Territorial Marketing ◽  
Definition Of

The article is devoted to education and practice illustrate a new trend in marketing - the territorial marketing. Presents its elements, components, methods of implementation. This article is discussed the issue of city branding and takozh on the principles and technologies, based on which it can be done.

scholarly journals ENHANCING THE REGION’S INVESTMENTS ATTRACTIVENESS FROM THE PERSPECTIVE OF REGIONAL MARKETING

2021 ◽  
Author(s):  
Maryna Resler ◽  
◽  
Volodymyr Hoblyk ◽  
Olesya Havrylets ◽  
◽  
...  
Keyword(s):  
Investment Project ◽  
Target Audience ◽  
Point Of View ◽  
Competitive Advantages ◽  
Strategic Objectives ◽  
Economic Agents ◽  
Territorial Marketing ◽  
Individual System ◽  
Theoretical Foundations

The study identifies ways to increase the investment attractiveness of the region from the point of view of marketing, including defining strategic objectives for the development of the region; and establishing the level of investment attractiveness of the region; increasing the role of marketing in the region’s investment attractiveness. The first part of the article based on the literature on this topic presents the theoretical foundations of investment. The second part uses statistical management and data contained in investment reports to the level of investment attractiveness of the region. The study concluded that it is substantiated that investor’s decisions are influenced by several subjective factors that are quite difficult to measure, and they express an individual system of preferences, partly determined by the investor’s knowledge, including the image of the region. The marketing tools that realization is possible within the limits of regional marketing are considered. Based on regional marketing the competitive advantages of the region are evaluated and maintained, the level of its attractiveness for investments in comparison with other competing regions is determined, and also parameters of competitiveness of administrative-territorial formation as its ability to constant development based on adaptation to market changes. It is proposed during the analysis of investment attractiveness of the region to determine the real investment attractiveness, using the tools of the complex "4P", which allows identifying such features of the investment project (individual region) that characterize it as an investment product. These tools of regional (territorial) marketing can be used effectively to create new competitive advantages of a particular region, to influence the target audience, and thus attract economic agents. The prospects in this direction lie in the transformation of regional (territorial) marketing instruments for use in the formation of new competitive advantages of the region, influencing the target audience and thus increasing the involvement of economic agents.

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