商品簡介
This guide deals with territorial marketing, a discipline that applies strategic marketing tools to the management and promotion of territories (cities, regions, and countries) with the aim of enhancing their attractiveness and competitiveness. It is intended for master's students and takes Morocco as its main field of application. The content covers ten major themes: the theoretical foundations of the discipline (Kotler, Anholt, Porter), territorial diagnosis methods (SWOT, benchmarking, competitiveness indices), the Segmentation-Targeting-Positioning approach applied to territories, the marketing mix in seven levers, the building of territorial brands (place branding), multi-actor governance, the marketing of economic attractiveness and foreign direct investment, tourism marketing, performance measurement, and contemporary issues such as the 2030 World Cup and sustainability. Concrete Moroccan examples illustrate each chapter: Casablanca Finance City, Tanger Med, Marrakech's MICE strategy, the rise of Dakhla, the Tanger-K幯itra automotive cluster, and investment attractiveness policies.
