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

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].
978-1-4799-4264-0
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11586/37791
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