SUMMARY
With over 1,700 references cited, 800 case studies from around the world and a multitude of operational tips, "Le Nouveau Marketing Territorial" is a book that provides elected representatives, managers and students with new solutions and inspiring ideas for building and strengthening the attractiveness of local and regional authorities.
After an in-depth analysis of the changing environment in which local and regional authorities operate and an analysis of the current challenges and limitations of place marketing, this book presents an exhaustive summary of the trends and new practices in place marketing around the world, extending and updating the work presented by the author in his previous works.
Based on an analysis of the world's most effective and innovative practices and the pilot projects he has supported, the author draws up fourteen concepts and key success factors, as well as new methodological and managerial approaches to marketing. He concludes the book with a unique model of comarketing and value creation for territories, based on the strength of links and the creation of living ecosystems that are particularly effective and virtuous; a new vision of attractiveness that overturns current approaches and practices, decompartmentalises marketing and encourages the emergence of a new form of democracy.
Illustration: Adobe Stock - ©Daniel
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Contact the authors of the book chapter
Joël GAYET, Founder of the Chair in Attractiveness and New Territorial Marketing (A&NMT), Direction Domaine de Leos - linkedIn
