A successful territorial marketing

A successful territorial marketing
 

"The marketing effort is territorial valorization territories to markets
competing for influence in their favor, the behavior of their audiences by offering
whose perceived value is permanently higher than competitors. This activity is general driven by development agencies, on behalf of authority's
public or private actors. "
Territorial marketing is a discipline being structured, but
practices can be traced back to the 19th century, according to historian Stephen Ward.
Specialty marketing, regional marketing is also enriched
contributions of the regional economy and urban industrial economy, tourism and
work on competitiveness.
In a global environment has become extremely competitive and the practice of
territorial marketing is now essential for territorial officials. It
can provide methods, tools and practices particularly useful for
contribute to improving the attractiveness of a territory.
But more importantly, territorial marketing reflects a new mood for
territorial officials as equivalent to putting the "client" in the heart of
approach. The famous book marketing titled "Mercator" summarizes this
approach as follows: "the desire to know the public to better adapt and act
on it more efficiently. " In this perspective, we can say that will make
territorial marketing is the willingness to put the customer at the heart of its
approach and adopt a set of methods and tools to achieve this
ambition. We will see later that behind the generic term "client"
in fact hides many potential targets for territories that go beyond
targeting "classic" mobile enterprise research implementation.
The scope is extending territorial marketing. It can be applied to a
specific project such as a large urban project, or a specific service
overall approach to enhance the attractiveness of its territory. This is
final scope of this article explores in particular.
Articles on territorial marketing are rare compared to the needs. This
contribution, based on my experiences and professional associations, details a
set method, which divided into 9 steps, can build step
territorial marketing plan. It can be applied at the level of agglomeration,
a department or area. Examples of good practice illustrate
each of the major steps of this method.
The plan adopted is sequential. I ask this in advance of Article 8 principles
prerequisites to be respected. I then describe each of the three sequences
main