BOOK | Le Marketing Territorial, how to develop the attractiveness and hospitality of territories?

SUMMARY

Territorial marketing" can't live up to its name. In fact, it has a great deal of difficulty taking on this name, explaining who it is, what it does and what it is used for...

This ambiguity can be seen in the absence of the term in the organization charts of local authority departments, replaced instead by "attractivité des territoires", "intelligence territoriale", or "compétitivité des territoires".

To explain the source of this absence, we need to look back at the history of the approach, as well as at how we define the role that territorial marketing can play today.

At present, there is little literature on the subject, despite the fact that it is a matter of concern to professionals working in local authorities. In response, this book presents a framework for analysis, tools for professionals and examples of territorial marketing projects carried out by local authorities (regions, departments, cities, etc.). Its primary aim is to meet the needs of working professionals, public managers and consultants - while also addressing public management students wishing to move into new professions incorporating strong territorial marketing skills - and its originality lies in updating knowledge in the field, as well as in its proposals for useful tools and methodologies that can be quickly appropriated by decision-makers.

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