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Territorial Marketing Based On Cultural Heritage

Author

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  • Alexandra Zbuchea

    (National University of Political Studies and Public Administration Bucharest, Romania)

Abstract

Territorial marketing could be an effective strategy leading to economic development. Considering the developments in contemporary society and economy, it has become a necessity. Successful territorial marketing could lead to place branding, with many long-term benefits for a region, its constituents and stakeholders. The process of developing and implementing a territorial marketing is multifaceted. The present paper makes a brief investigation on the conceptual background to better understand this process. The paper presents the steps of designing such a strategy and the accompanying challenges. It also investigates to what extent it is possible to put culture at the core of a territorial marketing strategy. Two models of territorial marketing based on heritage are succinctly presented: cultural districts and cultural routes.

Suggested Citation

  • Alexandra Zbuchea, 2014. "Territorial Marketing Based On Cultural Heritage," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 135-151, November.
  • Handle: RePEc:aio:manmar:v:xii:y:2014:i:2:p:135-151
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    File URL: http://mnmk.ro/documents/2014_X2/2-3-2-14.pdf
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    References listed on IDEAS

    as
    1. Adina Constantinescu & Tudor NISTORESCU, 2013. "The Online Communication Mix For Tourism Destinations Study Case On Romanian Tourism Destinations," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 58-70, May.
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    1. repec:aes:icmbdj:v:1:y:2017:i:1:p:41-52 is not listed on IDEAS

    More about this item

    Keywords

    territorial marketing; place branding; destination marketing; cultural tourism; cultural resources; cultural districts; cultural routes;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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