Le marketing territorial

Name: Le marketing territorial
Brand: Presses Academiques Francophones
SKU: 9786209981456
Price: 7451.0 INR
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ISBN13: 9786209981456
Binding: Paperback
Subject: N/A
Publisher: Presses Academiques Francophones
Publisher Imprint: Presses Academiques Francophones
Publication Date: June 6, 2026
Pages: 100
Original Price: USD 83.0
Language: French
Edition: N/A
Item Weight: 146 grams
BISAC Subject(s): General

About The Book

Ce guide traite du marketing territorial, une discipline qui applique les outils du marketing strat�gique � la gestion et � la promotion des territoires (villes, r�gions et pays) dans le but de renforcer leur attractivit� et leur comp�titivit�. Il est destin� aux �tudiants de master et prend le Maroc comme terrain d'application principal. Le contenu couvre dix grandes th�matiques: les fondements th�oriques de la discipline (Kotler, Anholt, Porter), les m�thodes de diagnostic territorial (SWOT, benchmarking, indices de comp�titivit�), la d�marche Segmentation-Ciblage-Positionnement appliqu�e aux territoires, le mix marketing en sept leviers, la construction de marques territoriales (place branding), la gouvernance multi-acteurs, le marketing de l'attractivit� �conomique et des investissements directs �trangers, le marketing touristique, la mesure de la performance et les enjeux contemporains comme la Coupe du Monde 2030 et la durabilit�. Des exemples marocains concrets jalonnent chaque chapitre: Casablanca Finance City, Tanger Med, la strat�gie MICE de Marrakech, l'essor de Dakhla, le cluster automobile de Tanger-K�nitra et les politiques d'attractivit� des investissements.

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