The place marketing strategy in Moroccan regions: Conditions of applicability

Abstract

Abstract. Place marketing, a modern place management tool that straddles communication, marketing and territorial strategies, is not only used to promote the territory but also helps territorial governments to manage it better and to think in terms of market. To do this, the environment and the conditions to establish a place marketing strategy must be thought out beforehand. This article aims first of all, to come back to the marketing of territories as, today, an approach before moving on to the conditions and the environment of its implementation in the Moroccan context. Keywords. Place marketing strategy, Territories, Moroccan context. JEL. R12, R13, Q15, Z33 .