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A Strategic Place Marketing Model for the Development of Local Territorial Systems (ltss)
Titolo Rivista: SCIENZE REGIONALI  
Autori/Curatori: Giovanni Pino, Gianluigi Guido 
Anno di pubblicazione:  2016 Fascicolo: Lingua: Inglese 
Numero pagine:  28 P. 29-56 Dimensione file:  323 KB
DOI:  10.3280/SCRE2016-001002
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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.

Il marketing territoriale può rappresentare una rilevante leva di sviluppo per un territorio. Ciononostante, in molti casi, le strategie di marketing territoriale si sostanziano in mere iniziative promozionali, raramente guidate da un approccio strategico di tipo pianificatorio. Il presente studio affronta questa problematica ed impiega uno strumento di pianificazione strategica territoriale denominato ‘Leva Strategica’ per formulare delle strategie di sviluppo per dei Sistemi Territoriali Locali, stl (ossia raggruppamenti di Comuni che condividono analoghe caratteristiche economiche, sociali, e spaziali) localizzati in una provincia dell’Italia Meridionale. Nello studio si sviluppa una procedura standard per applicare la Leva Strategica ai stl oggetto di indagine e, sulla base dei risultati, si propongono delle strategie di marketing implementabili dai policy-makers dei medesimi stl. Chiariti i limiti dello studio, si propongono dei suggerimenti per la futura ricerca.
Keywords: Analisi di leva strategica; sviluppo locale; sistemi territoriali locali.
Jel Code: O21, R58, R11.

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Giovanni Pino, Gianluigi Guido, Un modello strategico di marketing territoriale per i sistemi territoriali locali (stl) in "SCIENZE REGIONALI " 1/2016, pp. 29-56, DOI:10.3280/SCRE2016-001002

   

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