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La marque région : entre l’acculturation technique des collectivités territoriales et identité régionale

Author

Listed:
  • Corinne Rochette

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - Université Paris-Panthéon-Assas)

  • François Cassière

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

Le marketing n'a investi que récemment le secteur public. Longtemps rejeté, car son usage est considéré comme contraire aux missions de service public, certains de ses instruments sont désormais utilisés pour accroitre l'efficacité de l'action des administrations publiques. La dimension instrumentale du marketing prédomine toujours et les collectivités territoriales sont soumises à une concurrence grandissante et cherchent à renforcer leur attractivité tout en se démarquant. La création de marques régions est l'illustration de cette problématique. Dans ce contexte quelle est la place du marketing public lorsqu'il est associé à la variable culturelle ? Une recherche exploratoire à travers l'analyse du discours des acteurs nous fournit quelques éclairages sur l'intégration du marketing auprès des acteurs dans le contexte de la création de la marque région « Auvergne Nouveau Monde »

Suggested Citation

  • Corinne Rochette & François Cassière, 2012. "La marque région : entre l’acculturation technique des collectivités territoriales et identité régionale," Post-Print hal-04918479, HAL.
    • Handle: RePEc:hal:journl:hal-04918479
    Note: View the original document on HAL open archive server: https://uca.hal.science/hal-04918479v1
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    References listed on IDEAS

    as
    1. Benoit Meyronin & Jean-Paul Valla, 2006. "Les « servuctions urbaines » : la création contemporaine au service du marketing territorial," Post-Print halshs-02915165, HAL.
    2. Isabelle Baudet & Jean-Yves Duyck & Jacques Jaussaud & Xueming Liu, 2009. "Les relations fournisseurs distributeurs dans la grande distribution en Chine : les pratiques comparées de deux grandes enseignes : Hualian et Carrefour," Post-Print hal-02431093, HAL.
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