SUMMARY
For over 10 years, the city of Amsterdam has established itself as a model of territorial marketing. Despite an unfavorable context, it has succeeded in creating an emblematic brand: " I amsterdam ". This brand is sustainable thanks to its governance structure, which brings together the main public and private players, and its pursuit of an integrated marketing strategy.
Keywords:ambassadors, economic development, I amsterdam, integrated marketing, territorial marketing, territorial brand, mobilization of stakeholders, mobilization of companies, notoriety, place branding, global attractiveness strategy, tourism, Amsterdam, Netherlands.
Illustration : Adobe Stock - @Robertvt ©
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