SUMMARY
The growing importance of business in territorial marketing is a trend that can be observed internationally, including in the Latin countries of Europe, where this is less of a culture than in the Anglo-Saxon countries.
"It's fair to say that today, all the world's success stories are based on strong corporate involvement in the development of attractiveness and territorial marketing strategies."
J. GAYET, Place Marketing Trend, p. 207, 2016.
A number of studies confirm that the mobilization of private players in territorial marketing is one of the key factors in the success of an attractiveness strategy, whether they are integrated from the outset of the approach, in the operational steering or even in co-branding operations.
Keywords: ambassadors, events, financing, image, branding, stakeholder involvement, territorial branding, public-private partnerships, management, by-products.
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