SUMMARY
Emmanuel DUBREUQ - Master 2 "Marketing et Communication Publics" - 2015
Economic competitiveness is the main driver of regional development and attractiveness. Its loss, caused by the end or evolution of an economic model, calls for the implementation of genuine reconstruction strategies integrating all fields of attractiveness and taking into account the traumas experienced by territories and their populations and linked to the end of an era. The approaches deployed in the areas studied and explored, the analysis of outstanding cases and the key factors of success or failure observed, demonstrate the need to develop, here more than anywhere else, methodologies integrating all the levers required to build an outstanding strategy in line with the realities of these areas. These postulates lay the foundations for the development of a Marketing Strategy Adapted to the Reality of Territories (SMART), integrating virtuous methods and particularities, and building a response that proposes, in particular, the "repair" of traumas. Contributing to the resilience of our territories losing competitiveness, this strategy could be adapted to other traumatized territories.
Keywords: attractiveness, competitiveness, economic development, territorial marketing, territorial resilience, strategy
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