Proceedings of The 4th International Conference on Applied Research in Business, Management and Economics
Territorial Benchmark, Territorial Ksf for Optimal Territorial Offer Construct
This paper aims to identify the trends of territorial development around the world in accordance to them opting for a territorial marketing strategy (TM). We proceed to the identification of the experiments then to the analyzing the TM trends around the world. For this, we have opted for the methods of secondary data analysis (qualitative methodology), and this through the exploration of the experiences of the cities which opted for TM strategies and valuation of the territorial offer. From the cases presented, we have been able to identify the practices that in our opinion represent the best practices to adopt to develop territorial offers, the mistakes to avoid as well as the steps that have been the strength of the cities that have adopted them. This benchmark has allowed us to share methods, techniques and proven experiences in the field. Our goal was to understand and not to model the strategies of comparable or geographically close cities (Lamarche, 2001). Through this paper, we sought to generate an understanding of the Key Success Factors that make the success of the territorial marketing strategies.
keywords: Territorial benchmark; Best practices; Territorial offer; Territorial development.