SUMMARY
While large territories use place marketing and place branding (" Only Lyon ", Brand Alsace) to ensure their attractiveness while managing their image, the " Small and medium Territories" (SMTP) see also in marketing territorial an opportunity to achieve some of their specific goals. However, this approach is complicated for SMTP in lack of image and reputation. So it seems appropriate to construct a conceptual framework that should be adjusted to this context. This paper explores the relations between identity, relationships and territorial image in terms of relationship marketing. Through exploratory study of a city of 20,000 inhabitants, we suggest that territorial identity is an antecedent of place image. We also suggest that the intensity of relations between internal stakeholders of the territory have a positive effect on territorial identities.
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Contact the authors of the article
Christophe ALAUX, Director, Chaire Attractivité et Nouveau Marketing Territorial (A&NMT) and Institut de Management Public et Gouvernance Territoriale (IMPGT) - christophe.alaux@univ-amu.fr
Sarah SERVAL, Deputy Director of the Attractiveness and New Territorial Marketing Chair (A&NMT) - sarah.serval@univ-amu.fr
Christophe ZELLER, PhD in Management Sciences, Aix-Marseille University, CERGAM - christelle.zeller@univ-amu.fr
