Place marketing may be a major lever of territorial development. In many cases, however, place marketing strategies result in mere promotional initiatives, which are rarely driven by structured strategic planning approaches. This study addresses this issue and uses a strategic marketing model termed Strategic Thrust Analysis (sta) to devise effective development strategies for four Local Territorial Systems, or ltss (i.e. groups of municipalities sharing social, economic, and spatial features) located in a Southern Italian province. A standard procedure to implement the sta is proposed in the article, and marketing implications useful for policymakers are drawn from the results. The limitations of the study and indications for future research are also discussed.
Keywords: Strategic thrust analysis; local development; local territorial systems.
Jel Code: O21, R58, R11.