 TERRITORIAL MARKETING BASED ON CULTURAL HERITAGEManagement and Marketing Journal, 2014, vol. XII, issue 2, 135-151 Abstract: Territorial marketing could be an effective strategy leading to economic development. Considering the developments in contemporary society and economy, it has become a necessity. Successful territorial marketing could lead to place branding, with many long-term benefits for a region, its constituents and stakeholders. The process of developing and implementing a territorial marketing is multifaceted. The present paper makes a brief investigation on the conceptual background to better understand this process. The paper presents the steps of designing such a strategy and the accompanying challenges. It also investigates to what extent it is possible to put culture at the core of a territorial marketing strategy. Two models of territorial marketing based on heritage are succinctly presented: cultural districts and cultural routes. Keywords: territorial marketing; place branding; destination marketing; cultural tourism; cultural resources; cultural districts; cultural routes (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xii:y:2014:i:2:p:135-151 Access Statistics for this article Management and Marketing Journal is currently edited by Tudor Nistorescu More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC. |
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