Usage de la BD comme outil de marketing narratif pour les territoires

Laurent Sempe
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Laurent Sempe: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: Marketing territories lives today a real "narrative turn". Consumer, as fictional animal, reacts much better to information when it is narrated. Public managers of territories and destinations need to develop these aspects in their governance. The sum of stakeholders 'stories results in a collective fabrication of territories, in terms of its identity, its culture, its imagination, and its beliefs. A PLS model will evaluate the effect of BD media, the narrative experience of respondents. This will lead us to propose the framework of a global model, narrative, transmedia and bidirectional.

Keywords: Place marketing; Relationship marketing; Place branding; Place image; Territorial identity; Narration; Convergence; Résonance; Transmédia; Bandes-dessinées (search for similar items in EconPapers)
Date: 2015
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Published in Gestion et management public [2012-..], 2015, 4 (2), pp.79-97. ⟨10.3917/gmp.042.0079⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03260706

DOI: 10.3917/gmp.042.0079

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