Marketing territorial et positionnement mondial. Global positioning of the peripheries with territorial marketing

Marc-Urbain Proulx and Dominic Tremblay

Géographie, économie, société, 2006, vol. 8, issue 2, 239-256

Abstract: This paper presents results from a comparative study of the marketing strategies used by different territories located in the far periphery. As a sample, we have selected 15 small and medium size cities and city-regions in North America, South America, Europe and Asia. Elements of operational and strategic marketing used by these territories in order to attract investments and firms have been evaluated according to four criterias: segmentation; changes in the offer; perceptual positioning; and means invested. Results of the systematic comparative study show diagnosis, tendencies, divergence and convergence between territorial marketing strategies used in the periphery.

Keywords: place marketing; economic development; city vision; attractiveness; foreign investment; urban branding; positioning; cluster; territorial identity; global competition (search for similar items in EconPapers)
Date: 2006
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