Abstract. Territorial marketing extends marketing from the company to the territorial contexts and much value at this regard is assumed by the Van den Berg’s consideration [1], according to whom “a city should be managed as a business enterprise”, where the orientation to the market constitutes an indispensable reference. The metaphor of the “territory as a company” has known in literature a wide agreement and broad spread [2, 3, 4, 5]. According to Hall [6] territorial marketing is the device to develop the economy of a region, to attract investors, to create occupation and promote tourism which, in its turn, is more and more used as a fulcrum to revieve the regional development strategies. Factors of attractiveness of a territory, which have to be strategically considered marketing activities, can be tangible or intangible [3, 5, 6]. The singling out and management of such relations constitutes, then, the principal challenge to which territorial marketing is called [7, 8].
Strategies for the Development of a Territory
PASSARO, PIERLUIGI
2014-01-01
Abstract
Abstract. Territorial marketing extends marketing from the company to the territorial contexts and much value at this regard is assumed by the Van den Berg’s consideration [1], according to whom “a city should be managed as a business enterprise”, where the orientation to the market constitutes an indispensable reference. The metaphor of the “territory as a company” has known in literature a wide agreement and broad spread [2, 3, 4, 5]. According to Hall [6] territorial marketing is the device to develop the economy of a region, to attract investors, to create occupation and promote tourism which, in its turn, is more and more used as a fulcrum to revieve the regional development strategies. Factors of attractiveness of a territory, which have to be strategically considered marketing activities, can be tangible or intangible [3, 5, 6]. The singling out and management of such relations constitutes, then, the principal challenge to which territorial marketing is called [7, 8].I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
