How marketing contributes to the development of the area

Abstract

The study explores “How marketing contributes to developing the attraction of the territory”, reconstructing the problem and the main evidence developed in the text. In addition to outlining a management method of the territory, useful to fuel its competitiveness, territorial marketing fulfils six strategic functions, which correspond to a series of operational activities. The basic conceptual principle of marketing, i.e. the centrality of demand expectations, implies that the offer should be prepared for their best satisfaction, and should evolve in parallel to their changing. The marketing strategy should therefore be conceived in the framework determined by the “structural” conditions of the territory that must be considered “non-changeable”; moreover, it must be focused on the components of the offer relatively more ductile, while remaining possible to try to orientate also the choices that affect the long-term evolution of others. It is important to point out that, despite being intrinsically rigid for reasons, it is not correct to think that the territorial offer can remain static. In cases where the territory is in crisis, territorial marketing plays an innovative role even more radical, proceeding to “invent” structural changes of the offer.

Keywords

territorial marketing; environment; urban economy; Cohesion policy; public expenditure; human capital

JEL codes

R58; R11; M31