Le Marketing Territorial au Maroc, du projet partagé à la stratégie engagée: Cas de la Région Rabat Salé Kénitra (RSK)

Territorial Marketing in Morocco, from shared project to committed strategy: Case of the Rabat Salé Kénitra region (RSK)

Abdellatif Elouali, Smail Hafidi Alaoui, Mustapha Kouzer and Keltoum Rahali

MPRA Paper from University Library of Munich, Germany

Abstract: Résumé Cet article traite l’application du marketing territorial dans le territoire de la région Rabat Salé Kénitra en général et la ville de Rabat en particulier. L’étude expose l’état des lieux en menant une analyse diagnostic du territoire concerné, définit les concepts utilisés, développe les facteurs qui théoriquement constituent la stratégie marketing et enfin propose une stratégie marketing à mener en coordination entre les différentes partie prenantes de la région. Abstract This article deals with the application of territorial marketing in the territory of the Rabat Salé Kenitra region in general and the city of Rabat in particular. The study presents the state of play by conducting a diagnostic analysis of the territory concerned, defines the concepts used, develops the factors that theoretically constitute the marketing strategy and finally proposes a marketing strategy to be conducted in coordination between the various stakeholders in the region. .

Keywords: Marketing Territorial; Stratégie Marketing; Diagnostic Territorial; Attractivité; Parties Prenantes. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019-12-19
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