A Comparative Approach to Managerial Practices of Territorial Regional Brands (notice n° 170256)
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| fixed length control field | 02964cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112034927.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Albertini, Thérèse |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | A Comparative Approach to Managerial Practices of Territorial Regional Brands |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2017.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 19 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Le présent article s’intéresse à un concept encore jeune dans son développement et peu étudié dans la littérature marketing à ce jour, la Marque Territoriale Régionale (MTR). Parmi les actions engagées par les collectivités territoriales, la création d’une marque région devient l’un des principaux leviers de différenciation et de promotion au service du développement du territoire. L’objectif de ce papier consiste, tout d’abord, à étudier le processus de construction et la mise en œuvre d’une MTR pour ensuite tenter de voir s’il existe un effet différentiel de ces pratiques managériales selon les territoires considérés. Les auteurs proposent d’apporter des éléments de réponse au travers des recherches documentaires et scientifiques mais aussi par le biais d’une étude qualitative comparative menée auprès de six responsables de MTR. La volonté affichée ici est de faire progresser la réflexion sur la MTR de façon à susciter davantage la curiosité des responsables territoriaux et de démontrer les intérêts managériaux liés à sa mise en place.. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The following paper explores a concept still young in its development and as yet little studied in marketing literature, the « Marque Regionale Territoriale » (MTR). Developing regional territorial branding has become one of the main actions of place differentiation and promotion undertaken by local government in their public development policies. The goal of this research is first to study the construction process and implementation of the local brand (MTR) and see whether there exist a differential effect depending territories. The authors propose to provide some kind of response through a qualitative and comparative research conducted with regional authorities of the regional branding. The aim of this research study is to contribute and enhance reflection on the regional brand in order to stimulate further the curiosity of policy makers as well as demonstrate the managerial interests implied by its implementation. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | local brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | territory |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | place branding |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | place image |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | collective brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | local brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | territory |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | place branding |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | place image |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | collective brand |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Bereni, Delphine |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Luisi, Graziella |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Gestion et management public | Volume 5 | 4 | 2017-12-21 | p. 41-60 | 2116-8865 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-gestion-et-management-public-2017-4-page-41?lang=en">https://shs.cairn.info/journal-gestion-et-management-public-2017-4-page-41?lang=en</a> |
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