STUDY DISSERTATION | Developing the attractiveness of the city of Meknes in Morocco through a cross-functional territorial marketing approach

ABSTRACT

Mahfoud MOUSSAID - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2017

Amsterdam, London, Paris, Lyon, Barcelona and many other examples have demonstrated that a city can appropriate marketing techniques adapted to territories, for the development of a positioning and a capacity for differentiation in the minds of inhabitants, investors, tourists, students or talents. The objectives of attractiveness and hospitality inevitably involve implementing a territorial marketing strategy through a cross-functional approach, mobilizing all players to co-construct a differentiated offering capable of elevating territories to the rank of international leaders. The city of Meknes in Morocco, which since 2013 has succeeded in attracting global tenors in the field of automotive wiring (Yazaki, Delphi and Yura), presents significant economic potential that should be capitalized on to trigger the process of a cross-functional territorial marketing strategy, with a view to developing industrial clusters at the level of this emerging territory.

Key words: attractiveness, clusters, governance, industry, territorial marketing, territory, Meknes, Morocco