IBIMA Publishing Journal of North African Research in Business http://www.ibimapublishing.com/journals/JNARB/jnarb.html Vol. 2016 (2016), Article ID 793075 , 20 Pages DOI: 10.5171/2016. 793075

Research Article Practices of Territorial Marketing in Morocco: A Study of the Experience of Tangier

Fadoua Laghzaoui and Mostafa Abakouy

University of Abdelmalek Essaâdi, Tangier, Morocco

Correspondence should be addressed to: Mostafa Abakouy; [email protected]

Received date : 3 March 2015; Accepted date : 27 November 2015; Publisher date : 26 September 2016

Academic Editor: Ikram Radhouane Fgaier

Copyright © 2016. Fadoua Laghzaoui And Mostafa Abakouy. Distributed under Creative Commons CC-BY 4.0

Abstract

The purpose of this research is to discuss the territorial marketing and analyze its application to the city of Tangier. Our approach was, firstly, to seize the regional marketing effort of Tangier in its temporal dynamics (Past-present-future) and, secondly, to decline this marketing: marketing to residents, tourism marketing and marketing to investors. The main results of our research show that marketing as designed and conducted in Tangier is insufficient and unsatisfactory. Such shortcomings have led us to formulate recipes that can improve the image, attractiveness and competitiveness of the city.

Keywords: Territorial Marketing, Tangier, Tourism Marketing, Attractive Investment, Welfare of Citizens

Context and the Problematic of De one can predict that the evolution of Research Morocco rests on the region and that de state with territorial organization is In Morocco, the affirmation of the existence substituted for the unitary state. Our of territorial regimes throughout time has research on the marketing of regions will corresponded not only to periods of be seen directly in this perspective. political stability but also to economic progress. Currently, the city of Tangier takes up the second rank in terms of the size of Since the middle of the 1990s and economic projects as well as the second particularly since the announcement of the position in touristic earnings. The city in advanced regionalization, regions have fact arouses an exceptional enthusiasm been entrusted with new missions. Thus leading to the requalification of the city

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Cite this Article as: Fadoua Laghzaoui And Mostafa Abakouy (2016), “ Practices of Territorial Marketing in Morocco: A Study of the Experience of Tangier ”, Journal of North African Research in Business, Vol. 2016 (2016), Article ID 793075, DOI: 10.5171/2016.793075 Journal of North African Research in Business 2 ______

(royal solicitude, the establishment of great ° Is it possible to “market” adequately the projects of development such as Tangier city of Tangier? Med, the reinforcement of reception ° Do we have a clear vision between the infrastructure of the new industrial zones different organs of the local governance? as well as that of the free zones for ° Do we reason in terms of global and exportation, etc.). The city has several regional development of which Tangier assets (having a geographical proximity would be away of access and reception? from Europe, being at the crossroads of the ° Do we know how to exploit sufficiently great axes of international exchanges, its enormous potentialities? enjoying a prestigious history and a fascinating beauty of the panoramas, etc.) The Research Interests

The purpose of our research is to know to The undertaking of this investigation is what extent the Tangerine territory is explained by the following motives: ready to come within the framework of a logic founded on the improvement of ° In order to perpetuate their economic performances and the quest of image. Such and social activities, cities are condemned performances and such an image lie on to build very precise strategies of tools that have proved their efficiency in development that require advanced tools of terms of enterprise culture such as management. marketing and strategic management. ° The elaboration of a management Although territorial marketing had been dashboard of the city can occasion a return sketched for several decades, it was only in to the strengths and weaknesses to the 1980s that it was revisited and improve and hence to their capacity to reconsidered. It constitutes a sort of induce adequate political actions, i.e. extension of marketing of the multiform strategies of development organizations, dedicated to a wider scale to affecting as much issues related to a territory which might be an urban center, infrastructures as the questions of the a city or a group of cities and their suburbs, managerial, marketing and a country, even yet a group of countries. communicational type. However, it presents specificities as to the approach to adopt and the tools to use. By ° Up to this day there is a conceptual and and large, it is addressed to three types of practical almost gap in terms of marketing customers: residents, investors or strategy of the cities. The investigations enterprises and tourists. Similar to that were carried out exploit global corporate marketing, territorial marketing statistics and the practical solutions stem mobilizes several foundations of diverse more from intuition than reliable and disciplinary fields like economic systematic evaluation. geography, public management, sociology, geo-strategy, the theory of the ° We feel here that there is a niche of stakeholders, public-private partnership, importance to exploit. In Tangier, there are territorial planning, or local development. university professors and academics whose axes of research are related to sustainable In our attempt to alternate between development and marketing strategies. theoretical schemes and lived practice by Besides, the current local governance is taking the territory of Tangier as a fulcrum, entrusted to a staff predisposed to we will try to analyze the reflection and the elaborate a vision of sustainable action of the interested actors in the image development for the city of Tangier (City of the Tangerine territory, its Hall, Regional Council of Tourism, Regional attractiveness and thus its competitiveness. center of Investment, Chamber of More precisely, we are ambitious to answer Commerce, Industry and services, Wilaya, the following queries: etc.).

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° The results of such research can The history of marketing goes back to the have effects on the teaching of first decades of the 20 th century at the time marketing as well as on the strategic of the work scientific organization, a school management of territories. advocated by the founders of management (Taylor, Ford, Fayol, ...) as they were Methodology and framework inspired by the economists who had preceded them (Smith, Ricardo, Our research complies with the following Babbage…). This first school gave process: importance to the customer insofar as it considered that he needs standardized and ° Documentation research and affordable products at a low price. It was overview of the literature on territorial only with the glorious thirty (1950- 1970) marketing and on local public strategic that the nations recover again some management. economic prosperity and that within society we started to clearly distinguish at ° Development of assessment tools least three types of customers, namely the of the marketing approach to cities. rich, the moderately rich and the poor, for whom differentiated products had to be ° Making contacts and interviews matched to correspond to their purchasing with concerned actors and organizing power and lifestyle. surveys with target audiences. The aim being to introduce all to the problematic The commercial management of companies of territorial marketing. then passes from an output perspective that must be cleared in the market, to a ° Data keyboarding, processing and marketing perspective which consists in interpretation, leading to the writing of finding out the requirements of the market a final report that could be the subject of even before starting to produce. an article to be published in a scientific journal. Since then, marketing has extended to special cases such as industrial marketing (B to B instead of B to C), strategic By association of the context and the marketing (a marketing planned for a problematic of the research, as well as its distant future against a short-term vision); interests and methodology, we have International marketing (a marketing structured our paper by adopting the dedicated to international markets versus a framework hereafter: domestic marketing), etc. It is from the

1980s that we started to integrate the In the first place and after a synthesis of its territorial marketing. meaning, its keywords, its issues, its dimensions…we plan to identify the It is almost banal to remind that marketing landmarks of the territorial marketing and is a process that articulates five basic steps: mobilize various foundations, theories, the informational marketing (where the disciplines which serve as aspiratory company is invited to learn about the sources for it. consumers’ behaviors and competitors’

maneuvers); the strategic marketing In the second place, we will try to analyze (where it defines the criteria of market the practice of marketing of the Tangier segmentation in order to determine the territory in its three times: yesterday’s number of segments to target and to know gestation, today’s manifestations and how to position above); operational tomorrow’s changes. The presentation of marketing (where marketers use their art the different obtained results is preceded of well “mixing” the product policies price, by the explanation of our approach of place, promotion and communication ); the collecting and analysis of information. implementation of the different fixed Territorial marketing versus common choices (marketing plan) and marketing marketing audit (where the officials control their

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business performances and measure the ° We note the existence of competition degree of their customers’ satisfaction). between territories in order to increase the number of home tourists, investors This enterprise culture would inspire and residents, in the same way as territorial officials: mayors of cities, economic- tourist development agencies companies are engaged in a fierce and urban planners (Baby, 1994 and 1998; competition to increase their market Noisette and Vallerugo, 1996; Hatem, 2007; share. Meyronin, 2012, etc.). We must say that this territorial marketing as a practical ° We learn that corporate marketing is the behavior has not been sufficiently subject of a lot of reactivity, since it falls to accompanied by academic research. marketers to imagine the segmentation criteria, to appreciate differently the This paragraph is not intended to establish relevance of the segments to choose, to a statement of the art in this field (lack of space, but also because this paper is create the most perceived image by the divided into three areas: analysis of the customers, to have the art of measuring attractiveness with regard to a- residents, between different commercial actions, to b- tourists and c – investors ),but rather to build a marketing plan, to create a give us an image (picture) of territorial marketing dashboard to measure and marketing in comparison with corporate control the marketing activities, etc.. It is marketing. More specifically, we will try to strictly to the image of the territories that locate the former to the latter by seeking their divergences and convergences. are built significantly distinctive identities. They use their own policies and techniques Corporate marketing: an inspirational to draw more visitors and satisfy the source for territorial marketing residents. Their “recipe” of attractiveness is not a simple formula to duplicate in any Throughout the concatenation of corporate way. It is rather a distinctive, personal and marketing, one perceives that it can be genuine creation and perfectly adapted to easily transposed to the marketing of their targets. Do not we find here the same territories. To be “marketed “, these adhere requirements of corporate marketing that to the same philosophy of corporate invite them to build a “golden triangle” to marketing. position themselves?

° Marketing is primarily a state of mind, a ° The concrete commercial actions are mentality that resolutely requires a reflex preceded by deep reflections and of extroversion which stipulates the need analysis that result in the establishment to open up to the customer whose of a critical approach to possible requirements and preferences make of solutions. him a “king” you must know undoubtedly to listen to. This extroversion also ° In order to build their marketing strategy advocates that its gains go through or undertake their operational actions, customer satisfaction. By analogy, a marketers resort imperatively to the territory develops a similar attitude by information before the offer (to identify orienting itself on others; otherwise how the customers’ desiderates and could it exist without inhabitants, tourists preferences), the offer (to test their or investors? commercial strategies) and after the offer (to measure the degree of satisfaction

° Techniques of attractiveness, seduction, post –purchase ), almost like the and loyalty are used to achieve their territorial actors and the supervisory goals. agencies that identify in advance the

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needs of residents, tourists and investors, the investor, after being implanted in the then adjust their budgets and measures territory, perpetuates his activities and over the territorial service provision renews his projects? Is it not of great benefits and finally determine interest if the resident of a territory satisfaction surveys to renew their accedes to comfort and well-being and mandates . intends to stay in it? Besides, the three main segments of territorial marketing ° Territorial marketing assigns itself the goal (investors, tourists, and residents) of consolidating economic links as express inter and intra -segments needs perennial as possible between the that are so specific that any territories on the one hand and the standardization of commercial actions is different actors concerned on the other. In doing so, territories “mimic” the same doomed to failure. Only proposals that corporate marketing model that strives are made “to measure” are accepted. to improve business performances in terms of market share, turnover, profit Corporate marketing: transposition margin, customer loyalty, etc. obstacles to territorial marketing

° Similar to the companies that would seek Despite the adoption of the same spirit like to capitalize their image through the that of corporate marketing, territorial creation of the brand, territories are marketing uses its own specific tools. more and more conscious to create their

own by way of real or imagined ° If the marketer in the company has the attributes.This territorial brand would choice or not to adopt an extrovert permit, like in the case of companies, to approach (monitor market demands and facilitate decision making among strategies of competitors ), officials of customers of a territory and to reassure territorial marketing are by nature open them. By the effect of globalization, on user expectations in terms of local territories (cities, regions, countries,…) public services. endeavor to offer relatively similar offers

and the users do not know to which ° With opposition to that a company that territory to go unless it had a special exists as a legal person , as an organization “touch”, a personal “style”, a that subdivides roles within its structures, differentiated style and communicate it . as an entity managed by actors aware of their roles within its structures, as an ° Corporate marketing has evolved a lot over entity managed by actors aware of their time. It has moved from transactional strategies and their mobilized resources approach to a market oriented approach (the company is thus a subject ),the giving more weight to the personalized territory has neither a legal personality relationship between the company and nor a clear organization , nor clean its customer segments. Territories have conscience (it is therefore an object managed their marketing because it was manipulated by several actors who each in line with the same relational approach, tries to assert their power ). As a founded on a personalized treatment of conscious action, the company can easily the approached segments and projected control its actions and transactions while over the long term. Is it not of great the territory does not have enough power interest if the tourist visits the territory, to be aware of all the contributors in it, or extends his stay and returns several know all their maneuvers.

times after? Is it not of great interest if ° Within the companies, it is easy to spot (and empower) the

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responsible for the commercial and domestic market. The territory is marketing activities. In the territories, committed immediately and willy-nilly to agencies, structures or institutions in the international. change of territorial development are designated, but the responsibility is ° In order to operationalize marketing shared among all the actors of the strategies of a company, marketing-mix is territory because the territorial offer, used to attempt a dosage between four instead of being subject to a purchase – policies called 4 p (product, price, place, sale transaction, is conversely, promotion). The territorial field is not coproduced between each other. ready to adopt them easily. At first the distribution policy, understood as a ° If in most situations in logistics that is leading finally to product companies, marketing strategies are shipment to the customer, is ineffective in confined in triennial plans and rarely the context of a territory, unless one may quinquennal ones, the time axis of the consider that it is the user who comes to territories usually exceeds five years. benefit from territorial service provision; it is the tourist who comes to territory to ° In the face of plurality of visit it; it is the resident who comes to the segments, the company has the choice to territory to live in it; it is the investor who target segments that are appropriate to it comes to the territory to settle in it and in terms of their potential, profitability or practice his trade. Then, local officials their sustainability. Territorial marketing (supervisory authorities, development managers do not have freedom of choice; agencies, local authorities …) do not they are obliged to refer to all users in all intervene directly to set a pricing policy categories. for the territorial service provision. Finally, ready-for-use products or services ° In the approach to its market, are not sold on a territory. Rather, an a company may be limited to the domestic environment or an atmosphere is offered market and they apply only common to the user to conduct his activities. marketing approach. Conversely, ° If companies must necessarily perform territories have no choice. They address commercial and marketing actions in the immediately and willy-nilly international territory to generate the interest of potential customers, such actions are customers. In principle, they would apply based on the profile of local political techniques and strategies of international decision makers. The latter cannot marketing, which responds to specific guarantee the effectiveness of their stakes and has wider ambitions. In other economic development policies because words, territorial marketing is expensive, they have just indirect means of actions. but it brings a lot. Furthermore, the mandated to local development are so plural (supervisory agencies, the region, municipality, ° The mobility that marks business partners, development agencies, residents and particularly tourists and etc..) that their lack of coordination leads international investors makes it different to monotonous actions unlike the to define the field of intervention of companies which would delegate territorial authorities as contrasted with marketing strategy to a person supposed the company that can easily spot and to be responsible for the degree of measure its market segments. Moreover, a relevance of his choices.

conventional company may not consider ° In case of business the path to the international and settles on underperformance, companies could file

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for bankruptcy and disappear. However, a relevance for the purposes of one research territory can fall into an economic crisis, ) from its source ( in terms of reliability , but will not disappear or be taken over by overlapping ( for more objectivity ) and a someone else. Inter-regional cohesion and sort of “pruning “( because the information solidarity allow offsetting the difficulties was present either as “parasites” or as of some by the prosperity of the others. information or cannibalizing information) have enabled us to fulfill one mission. Conclusion Segundo , we, being both regular residents By situating territorial marketing to of the city of Tangier for over 19 years now business marketing, we realize that: and being also both its visitors for more than two decades, we have based ourselves ° The first borrows from the second on our own observations. These the same philosophy, but it will observations allowed us to pass judgment on the appeal of Tangier for its different never be its pure photography. customer segments. In the space of 20 ° It adopts the same reasoning, but it years, Tangier has categorically changed uses its own instruments. configuration (for certain in the positive ° It is inspired by its universalities, but direction for others in the negative one.) it keeps in mind its specificities. Tercio, we have conducted field Territorial marketing approach of investigations using questionnaires, Tangier interviews and different analysis grids. We preferred to start with the supervisory Due to the nature of our theme of research agencies regarding territorial service and the information to collect, we adopted provision such as la Société Mobilière a more qualitative than quantitative d’Ingenierie Touristique (SMIT), the region approach. Although they are limited to a of Tangier – Tetouan , l’Agence de restricted panel of surveyed people, our developpement des Provinces du Nord ( investigations of the marketing dimension ADPN ), (Development agency of the of Tangier area were conducted in a depth Northern provinces), the Tangier Regional manner so that all the people interviewed Council of Tourism (CRT) , the Chamber of (each one at this level of responsibility (or commerce, Industry and Services of participation) could shed light as Tangier (CCIS) , the Regional Center of sufficiently as possible on the question. investment of Tangier – Tetouan , the region of Tangier – Tetouan , the Tangier As we have “conjugated” our research in City Council , etc . In parallel, we conducted the past (gestation), in the present questionnaires with target customers of (manifestations) and in the future the territorial offer, in this case investors (mutations), we undertook to meet as and contractors, visitors and residents .We many actors of the “three tenses” as indicate that we consulted also some possible while operating a kind of experts (French, Finnish, Swedish, Belgian, benchmark to define the prospective Spanish, Italian, etc.... ) of territorial trends. marketing who are invited at least twice to animate seminars on territorial marketing Primo , we must say beforehand that we approach in order to share the experience have drawn from a large series of of the cities they have respectively studied . documents in the form of press, national or international journals, reports of activities A diplomatic capital during the first half of and reports of studies. Such documents the twentieth century and through its free were deliberately diversified because we port stations, Tangier was one of the most are aware that they do not enjoy the same important financial centers in the degree of reliability, truthfulness and world.“Dream” and “magic” for some, objectivity. The techniques of the “paradise” for others, Tangier exercised a assessment of information ( in terms of real fascination on investors and its

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visitors. Its euphoric eruption had Moroccan citizens to express their degree overshadowed rival regions like of satisfaction towards urban services are Liechtenstein, Andorra or Monaco. As a often related to opportunities (or risks ) of matter of fact, to the influx of capitals was employment, services to the population, added the influx of ideas making of Tangier cost of living , absence or presence of a prime destination, or at least a stopping pollution , the magnitude of cultural , place for the entire European and North – sporting , associative activities , territorial American intelligentsia of the epoch planning , the nature of reliefs and (filmmakers, musicians, painters, writers, climatology, coexistence among citizens, etc.) the abundance ( or scarcity ) of green spaces, etc. 1 Then, the city plunged into a deep sleep during more than five decades.It had to Eager to stick to the tangerine field, we wait for the highest authorities of the have conducted a survey of a sample of 160 country to be reborn from its ashes and to citizens 3 of the city which is admittedly restore the luster of its prestigious past slightly representative in the eyes of the through essentially Tangier Med and statisticians, but we wanted to conduct marinas as locomotive and Tangier thorough investigations to get closer to the metropolis as a future promise. truth. Since urban service provision is coproduced between suppliers and users, However, the question that arises is we decided to integrate the judgements of whether we have enough imagination and both parties. moral forces, financial resources, natural and human to honor its commitments. And Initially, we started by asking the surveyed since it promises mountains and marvels to people to list and classify in a decreasing its visitors, residents and investors, we order the parameters that make their would like to restate in a more precise way quality of life, basing on the identification the question as follows: what is the of some proposals prepared by ourselves magnitude of the marketing effort made by as a synthesis that we produced from the the Tangerine territory towards its majority of writing 2 that deals with the customers? concept of life quality or notions attached to it . This exploratory research shows that The results of our research are divided into the components of the quality of life are three areas, respectively linked to prioritized in the following manner: marketing in relation to residents, investors and tourists. a) The cost of living; Marketing vis- à-vis residents b) The economic dynamics; c) The services to the population ; In principle, marketing aimed at residents d) Transport and urban mobility; has two populations: the residents on site and eventual inhabitants of other regions e) The green spaces ; (national or international) and who could f) Limiting pollution; be attracted by the city. Yet, in most cases g) Cultural and sporting activities; we address less the potentials (who would h) Territorial planning ; be at risk of unemployment and insecurity) i) The security concern; than already established inhabitants, j) The development of local identity. striving to improve their quality of life. If the city actors share the same urban space, In a second time, we have invited the they are so plural (local authority, surveyed to judge on the basis of a scale citizens, interest groups, NGOs, industrials, ranging from 1 to 5 (1: very insufficient merchants , state, governmental (unsatisfactory); 5: very adequate organizations, public and semi-public (satisfactory)) the above serial variables institutions , etc.) that their concerns and to justify their feeling. The main diverge. The recurring themes of the

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results that we obtained are presented in Spain or France. Many surveyed have the developments that will follow. told no that it happened to them or to someone in their family stories of

° The cost of living in Tangier is esteemed serious medical errors committed by to be higher than in other Moroccan hospitals or clinics established on site. cities. The inhabitants consider the huge After the crisis of the 1990s, when gap between the wealthy who are ready water was scarce and the city was to pay excessive prices and the less supplied through the sea by bringing affluent who have no choice to avoid the drinkable water in large tanks, the high cost of goods and services. population found again water “fluidity”

° Constituting the second pole after with a better quality, though citizens Casablanca, landscaping several areas as lament its expensiveness. In fact, they industrial zones, establishing free zones estimate that the bill for water and of exportation, housing industrial Port electricity services has increased since Tangier Med, etc...The city of tangier Amendis was entrusted with their recruits and distributes earnings in a delegated management 4. particularly massive way thus pushing ° The urban mobility of Tangier operates the population to consumption whose in a comparatively particular way from driving effects are noticeable on the other Moroccan cities. The bus lines economic dynamics of the whole region. being insufficient 5, urban transport is Much of this active population is made essentially insured by : up of young people coming from other Moroccan cities (one has just to spend a religious holiday in Tangier to see o The “small taxis” never in sufficient clearly that it is deserted!). availability.

° Apart from the Faculties of Sciences, o The “big taxis” cram seven people in the Faculties of Letters and Human same vehicle, older than 30 years! (the Sciences, based rather in Tetouan, the famous Mercedes 240 D). city of Tangier had no university o Transportation of company personnel tradition. It had to wait the mid-1990s, and administrations, sowing terror in with the opening of the ENCG, the FSGES roads at peak hours! , because it is and the FST, for the Abdelmalek Essaadi entrusted to young and irresponsible University to expand in Tangier. Before, drivers. families suffered to think constantly ° The inhabitants of Tangier strongly where to send their children to pursue regret the continuous degradation of the their university studies. But if the greenery and natural spaces that lined teaching and coaching landscape is their city before. The housing bubble in called upon to develop further in the the 2000s affected even the forthcoming years, it is estimated to be surroundings of the city and restricted below citizens’ expectations in the extent of natural landscapes where quantitative and qualitative terms families used to go weekly for picnics. whether it is primary , secondary or ° Accumulating tens of hundreds superior studies. Evoking the hospital manufacturing companies, the city sector excites the mockery of the undergoes constantly green house gas Tangerines. It is a “joke”! They say. The fumes (GES), sewage and waste left by parents, including those of medium manufacturers and which are never purse prefer to seek treatment in Rabat evacuated in the stations of purification or Casablanca, and wealthier ones go to :

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to some families because they are o Peopled by residents with strongly excessively payable. However, this consuming habits and because of the acknowledged delay could be regained lack of an appropriate management of by the constitution in the context of urban garbage, the city of Tangier and Mega Tangier, municipal libraries and especially the suburbs, suffer from spaces dedicated to the youth cultural disgusting smells and images of the fact. ugliest imaginable household waste. o In Tangier, many activities are extended ° It is said that “small is beautiful”. This beyond midnight. This results in a corresponds exactly to the city of regular string of noises from vehicles Tangier until a more recent date. Since and late-bidders. the starting of large building sites and particularly the port of Tangier Med, the ° The meteorology and the reliefs of the metropolization of the city expected for city being unhelpful for the practice of 2017, the real estate bubble of the hikes, bike drivers or rambles along a beginning of 2000 and the rural exodus, flat track, the Tangerines do not have we witness a massive surge of job outdoors sporting traditions. However, seekers and a dense installation of sport halls, though well-equipped but companies, creating thus a new almost poorly ventilated, have developed and haphazard configuration. Because it is a whose car access always remains city of transit or stopover and because it problematic for most of them. One must is arranged to remain small, because it admit some spaces and sports fields are is also founded on small streets and a lot prepared for the practice of physical of “prohibited directions”, including the movements or mini-foot; nevertheless, current city center, today, the city of owing to the density of the population, Tangier, cannot stand any longer the they remain insufficient to meet the mass of vehicles that daily block it in young people’s expectations. As for the infernal traffic jams, or even during cultural activities, the city of Tangier has night hours. As a result to this no fixed cultural appointments with the practically unbearable blocking, it has exception of the festivals of the been recently imagined a number of Mediterranean Nights, the Tanjazz solutions of transfer of much of travel festival, the Avenue of FAR, the streets traffic from the old port of the city to of Belgique, liberty, Hollande, the Tangier Med, to create Tangier festival of the Amateur Theater of Metropolis on the horizon 2017, to Tangier, etc. 6 With the exception of the develop a new city center, Tangier New Ibn Batouta Club that welcomes mainly Center, and to transfer the coach station academics and some high-school pupils and the wholesale market to larger for revisions and exam preparations peripheral areas that are easily and the organization of some cultural accessible in order to avoid the maze of events, the city of Tangier does not the current center. provide the young with cultural spaces

that can develop in them mental ° In a city like Tangier where money flows capacities, activities of emancipation freely thanks to drug trafficking, land and personal fulfillment. Such spaces, speculation and illicit trade, many when they exist, are provided by the affluent people are interested and are private sector or by the foreign cultural dreaming of making part of it. centers established on site, are limited Nonetheless, the mysteries of Tangier

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are also called illegal emigration, Phoenicians were the first to establish in it banditry and vandalism. As a matter of their first trading post since XI century fact, the population is exposed day and B.C.) as a business oriented city , Tangier has raised many passions (The Romans, II night to systematic dangers of physical century B.C. ; Mauretania Tingitanturya, IV assaults, thefts, crimes, etc. Who can century B.C. ; Moussa Ibn Noussair in 706 send his children to school (even close and Tarik lbn Ziad in 711 ; the Idrissid, IX to home) without being accompanied? century ; the Fatimid, X century ; the Who can walk in the woods even after Almoravides, XII century ; the the first light of dawn? Who can practice Almouahides, XII ; the Portuguese in 1471 sport alone even in lit areas? and 1640 ; the Spanish in 1480 ; Moulay Ismail in 1678 ; the British in 1857 ;the Nevertheless, this phenomenon of French in 1912 ; the German in 1940). insecurity is not the prerogative of solely the Tangerine city; it has widened Even after it returned to Morocco in 1956 and increased during these last years and after it lost its status as an that the public authorities decided to international city in 1960, Tangier repress all violence or disruption of maintained freedoms of exchange and citizens’ peace. trade as well as a free zone port. After, and for four decades wear and neglect have

tarnished the splendor of the city. It is only

° It is true that the Tangerines love their in 2003, the launch date of the Mega city and are very proud of it 7. But this project of Tangier Med whose first terminal feeling is not enough; it should be opened in 2007, that some believe that the accompanied by the activation of city is planning a new configuration and associations that can “defend” the has started a new economic dynamics. But the question that arises at this level is the interests of the city. In this direction, the following: does Tangier fascinate and will it association Al Boughaz saves no effort fascinate as it did in the past when it had to preserve fiercely the cultural and the international status? identity heritage of Tangier and to raise largely the awareness of different actors The dynamics of investments that mark the concerned with sustainable city of Tangier is within the context of the development. However, the work of this large projects that Morocco has launched for more than ten years now. We will association is attributed to the person mention them here as they are spread over who represents it, namely Rachid regions and cities. These are strategies of Tafersiti, who judges very insufficient touristic development (vision 2010 the help provided by local actors. and vision2020), the national initiative for human development (2005), the national Conclusion pact for industrial emergence (2014-2020), the green Morocco plan (between 10 to 15 Over the years, Tangier has taken care of its years since 2008), the national strategy for residents as well as of its non-residents the development of logistics because they have always been deserving, competitiveness (horizon 2015), the loyal and activists. Yet as it grows strategy Halieutis for a sustainable, progressively, it tries to expand its efficient and competitive sector of fisheries spectrum and “to make up” its appearance, (horizon 2020), The strategy Morocco its inhabitants are lacking comfort and numeric (horizon 2013), the strategic well-being. Morocco export for the development and promotion of the Moroccan exportations Marketing vis- à-vis investors (horizon 2018), the emergency programs for education, professional training, and Since it was built in the IV century B.C. by higher education (horizon 2012), the Moroccan strategy for innovation (horizon the Carthaginians 8 (although the

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2014), the strategy for health (horizon Tercio , the city of Tangier is attractive to 2012), the strategy for renewable energies sea fishing and aquaculture thanks to its (horizon 2020), the national port strategy large coastlines and port facilities, etc. (horizon 2030), the advanced Quarto , Tangier experiences an exponential regionalization (launched in 2011), etc. expansion of BTP and its services thanks to Today, we like to say that Tangier is an the increase of its population. open great work site. It is embarked in a myriad of development projects such as the Quinto , the city of Tangier houses many building of Tangier Med (called to be the activities oriented towards foreign markets first African port and in the Mediterranean thanks to its geographical (and probably horizon 2015), the expansion and the cultural) proximity of the European Union. reinforcement of the industrial zones or the creation of new ones, the establishment of It is certain that the business climate in new free zones, the construction of new Tangier, its geo-strategic position, its touristic projects, the expansion and economic potentialities would make of it an modernization of road, highway and rail investment field by excellence, but it infrastructure, the conversion of the port of collides with a number of difficulties: Tangier into a marina on the horizon 2017. It is also in Tangier that was launched the Firstly, most attracted investments in program Tangier-Metropolis on the Tangier are anchored in the major projects horizon 2017. that the Moroccan state has launched and whose horizon is distant (often 2020). Tangier’s commitment to large-scale Thus, as their performance assessment is projects is partly explained by the feeling of not established, we must not draw hasty satisfaction left by its candidacy file for the conclusions and as the motto of logic goes: organization of EXPO 2012. “wait and see”.

The city of Tangier attracts all sorts of Secondly, the large investments injected in investments: industry, tourism, BTP, the city are of foreign origin. It is certain fisheries, etc. that the population benefits from that in terms of employment, repartition of revenues, but a technological transfer Primo , industry flourishes thanks to the which would have long- term positive presence on site of big international groups effects has not been operated yet. Besides, (YAZAKI, VOLKSWAGEN, OPEL, these investments are uncertain and AUTOMOTIVE WIRE SYSTEMS, depend on the world political and POLYDESIGN, LEAR, AIRBUS, RENAULT- economic conditions and therefore their NISSAN, etc.), to land and tax incentives , sustainability is never insured. its openness to the Mediterranean and the Atlantic, the presence of a large European Thirdly, the international investment that economic bloc ( European Union), to its the city of Tangier benefits from comes in geo-strategic location, making of it a bursts and often aims special crafts that crossroads between Europe, Middle-East, require adequate preparation of human America and Africa, to the abundance of its skills and competences. We must admit hinterland resources in terms of that since the opening of large schools agricultural products and sea fisheries. (ENCG, ENSA, FST,…) during the 1990s, the training programs have produced Secundo , Tangier attracts tourists thanks to adequate profiles for the requirements of its rich history as a land of meeting of the labor market, but given the pace and civilizations, to its multiple beaches located intensity of the investments, the offer in both on the Mediterranean and on the qualified human resources remains below Atlantic, to its natural, historical, cultural the investors’ expectations. and archeological sites, to its hosting Fourthly, significant progress has been infrastructures, etc. made in infrastructures, however, the city remains under-equipped in water, lighting,

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sanitation, land capital, makers or their contractors have not telecommunications, TIC, roads, railways, developed yet a feeling for their city connections between city and rural “cityism” that would have vivified their communes, connection between the city prosperity and radiation. center and the outskirts, etc.. When such equipment exists, it does not fall within a Conclusion strategic planning and lacks much visibility that it suffices that the staff of This axis has been devoted to the analysis local governance change that the successor of the investment attractiveness in Tangier starts to reequip the city in his own way, by situating it in three stages: the stage giving thus the impression that he is when Tangier had the international status, bringing his own “touch” and breathing a the stage of the 1960s until 2000, and the new life. stage after 2000. The image that emerges reminds us of the “product lifecycle” in the Fifthly, until now, and in order to raise its marketers’ sense which articulates the competitiveness, Tangier has based on “the phases of “launching”, of “growth”, of lower route” within the meaning of Porter “maturity” and of “decline”, but applied to (1990) 9, founded on the optimization of the the case of Tangier, this cycle does not factors of production, principally, the costs follow the traditional diagram. In fact: of manpower, compared to other territories. However, the “higher route” o Between 1925 and 1975 (with the would have clearly distinguished the city exception of the Second World War from other national and international period), the city of Tangier experienced its territories and benefit surely from a brand actual golden age. Considered as one of image. Thus, the city will be ready to meet the most important postwar financial the challenge of the knowledge economy, a centers of the planet, thousands of sine qua non condition for the creation holdings 10 moved to it and many (and maintaining) of the investment. To billionaires came to it to squander their seat an economy founded on knowledge fortune. This massive injection of and Research and Development, would go investments would unleash passions and through the constitution of poles of would lead to accomplishments (or at competitiveness wherein professionals, least entertainment!), ennoblements (or at research groups, experts and consultants, least enrichments!), blooming (or at least gurus, academics, exchange in the most embellishments). fruitful way their knowledge in order to learn from each other. Tangier has not o Losing its cosmopolitan essence found yet the path of an “intelligent” city or and its international status since 1960, a that of a “learning” city! fatal “parenthesis” opened and contractors started to desert the city and Sixthly, the city of Tangier is lucky that we the investment started a period of nominate in it local officials and high level continuous melting like snow under the executives who are particularly dynamic sun. There was at the outset a slow-down and animated by a strong energy to move followed by a shrinking. Then it forward. But due to lack of synchronization underwent “amortization” until and overlapping of their roles, the “annihilation”, let alone downright investment promotion neither guarantees a disinvestment. common vision nor synergies and makes, ipso facto, the city lose much time, o Enjoying a resurgence of interest reflection and money. The absence of a on the part of public authorities, since the shared vision among different local actors years 2000, the investment in Tangier concerned by the investment in Tangier is experienced rejuvenation. By force of their due to their inability to communicate with new outpouring, projects reached each other, to the difference of their precociously their flourishing. perceptions, to their political split, etc. In o The entry into service of Tangier brief, the Tangerines, through their policy Med since 2007, the marina projection on

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the horizon 2015 and the launching of the most privileged touristic sites by tourists Tangier Metropolis between 2014 and are essentially the Great Mosque, the 2017, and the definition of other more Tangier museum of contemporary art, the linked projects, testify to a great boldness museum of Fondation Lorin , the museum and deserve applause. However, the of the American Legation of Tangier, the economic investments are not sufficient. Casbah museum, the Petit Socco (small They must be accompanied by an market), the Mendoubia, the Grand Socco investment in the mentalities. We believe (big market) and the Café Hafa. Besides, that only ardor, supervision and Tangier and its hinterland are endowed consultation feed the investment in order with a great diversity of natural to reach its maturity. environments: coastline and marine environments, wetlands, mountainous Marketing vis- à-vis tourists areas, forests, natural parks, etc…

Tourism in Tangier falls within the The region of Tangier is more and more framework of the Plan Azur which aimed to attractive insofar as it is easily accessible attain 10 million tourists on the national because it is served by all sorts of scale on the horizon 2010 (by creating transport: maritime, air, road and train. among others, the sea-side resort Lixus in the region of Tangier-Tetouan). In addition Tangier is also known for its exceptional to the signature of the agreement Open Sky artistic and cultural dynamism. It has the (Cielouvert) end 2006 which had for merit of hosting every year cultural events purpose the entry of tens of airline of international scale such as the festival of companies including the Low cost the Mediterranean nights, the Tanjazz (Rayanair, Easy Jet, Atlas Blue, Jet 4 You). festival, avenues of FAR and Bourguiba, the streets of Belgique, la Liberte, Fes and The vision 2020 has for ambition to “ hoist Holland, the international book fair of Morocco among the first twenty world Tangier, the architecture, Housing and real touristic destinations while establishing estate fair, the international festival of itself as a reference destination in terms of amateur theater of Tangier, etc.. sustainable development on the Mediterranean region 11 ”. The Tangier is currently characterized by a implementation of this strategy is ensured great ability to drain colossal investments by the identification of a cartography of and highly reputed operators, namely the eight territories. Among these the Cap Nord project of Houara, the Tangier City Center is composed of 5 provinces of the region housin complex, Royal Resort Cap Tangier-Tetouan (provinces of Malabata, Cap Tinja, Ghandouri project, the Chefchaouen, Fahs-Anjra, Larach, Tetouan Chaabi littoral Group, Holmarcom Group, and Ouezzane) and the prefectures of etc… Tangier-Asilah and Mdiq-Fnideq 12 . The If in the eyes of the officials in charge of the Tangerine region, “meeting point” between city governance, the efforts that have been the Atlantic Ocean and the Mediterranean made up to now are laudable and Sea, and between Africa and Europe, promising, it remains that the citizens, “conceals a natural, cultural, rich and actors or visitors who were subjects to our original heritage, with especially its investigations point out some gray areas Medina, its Hercules caves, and the beaches that we would like to emit synthetically in of Cap Spartel and Cap Malabata” 13 . the following developments. Indeed, Tangier is endowed with a number Primo , it is certain that Tangier presents of touristic assets such as its touristic roots, enormous possibilities, but they are not its archeological and historic sites, its sufficiently exploited. Due to its natural sites and resorts, its two seaboards, international status that it enjoyed in the its Lixus hosting station, its marinas, its past, Tangier was the most coveted future promises for new touristic segments national destination. Since, it has lost its ( cultural, ecological, rural, sports leadership in this area to switch to the tourism). It should be noted here that the fourth rank behind Marrakesh, Agadir and

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Casablanca. In fact, the Tangier-Tetouan promotion, non integration in the most region shows relatively low values in terms marketed touristic circuits or in tour of accommodation capacities. With its 66 operators, absence of a specific theme or rated hotels (35 in Tangier) which label, insufficient effort of communication represent 10% of all the units at the and promotion, absence of customer national level, its three touristic holiday loyalty, etc..). This marketing deficiency has villages (one in Tangier), its four touristic pushed the region to a coriaceous residences (2 in Tangier), the region is competition on the part of other touristic largely situated behind that of Marrakesh- destinations presenting relatively similar Tensift-El haouz and Souss-Massa-Daraa. offers or having identical targets. To this wild competition is added the loss of Secundo, the efforts of the valorization of customer countries, particularly the Tangier touristic potential face climate British, the Americans, the Germans and problems which accentuate the seasonal the Italians who have deserted the city nature of the sector and make difficult the knowing that in the past They were amortization of the equipment especially regulars of the city. major one. The challenge for Tangier is to diversify the customers and to position on Quinto, finally, it is worth emphasizing that strong, diversified and complementary the image of Tangier suffers from a segments. According to the documents that negative perception due especially to its we have made census of and which treat border character and to its association with the perception of tourism, it seems that the the Rif region where the culture of latter is segmented into sub-sectors to cannabis reigns, and to the presence of which we have different interests. On a illicit activities like smuggling, the alcohol scale of ten points, the segments resort, or illegal emigration business, cruises, cultural, ecological, sports and leisure are graded respectively Conclusion 8/10, 6/10, 5.4/10, 5.2/10, 4.2/10 and 3.2/10. Thus, concentrating its attention on When we look deeply at the historical the seaside, Tangier does not know how to track of tourism in Tangier, we note that it manage the seasonality of this segment and has indeed often been associated to a sort therefore has a substantial shortfall. of “adventure” and that its future Furthermore, when it comes to projection calls for a real disruption. Falling international tourism, the offer is generally within the past amateurism, it is today either inadequate with relation to the conducted an adventurism and remains at desiderates of the visitors of the region by the mercy of entryism. Thus, each time lack of leisure and animation activities; or Tangier wishes to build its brand image it inaccessible (particularly in summer comes up against misunderstandings and period) by deficiency (and expensiveness!) prisms. In transposing the approach and of aerial or maritime connectivity. marketing tools to it and by including it in the geo-centrism, and since it is resolutely heading towards the futurism and facing Tercio , we would not evoke tourism in the mounting power of consumerism, the Tangier without calling up to mind officials of the Tangerine touristic fact are pollution in all its invited to innovate to drain and to know Facets (greenhouse gas, noise and visual how to receive visitors in the city or at least pollution because of “concrete” which follow the trend that would obviously be grows everywhere like mushrooms only eco-tourism. preventing us from contemplating the scenery and the charm of the city). General conclusion: Badly “rated”, Tangier needs to be “marketed” Quarto, it must be noted the absence of some techniques and the touristic Eager to fit our research in a normative marketing strategy (insufficiency of approach and anxious to anticipate the signalization, of information and future trend, we would like to produce in

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the following developments some recipes o a brand culture that could mean i. the liable to make the marketing of the city of identification signs of the quality and Tangier succeed better. Despite our the origin (such as the mandarin of estimation of the ability to transpose such Berkane, the anchovy of Al Hoceima, recipes to other Moroccan cities, we do not Olive oil of Ouazzane, …) ; ii. the pretend at all that they constitute a “country brand” touting the vocation panacea since the answer to urban of a whole nation and whose concerns is undeniably conditioned by the promotion is provided by public or spatiotemporal context. para-public organisms ( such as Investir au Maroc (invest in ° Networking with other cities Morocco), l’Office National du Tourisme (National tourist office)) ; It is relations with either national or iii. The “made in” which would value foreign cities that are maintained on an offer by means of its geographical specific themes (gastronomy, light, origin whose competences are real technology, art, diaspora, heritage, or imaginary (such as saffron made sustainable development, …), the goal, in Morocco); iv. The brand of the according to B. Meyronin 14 , is to constitute poles of competitiveness which a platform of exchanges and sharing of would have gathered in a territory a good practices through forums, working company of the sector known for an groups, collective projects, art, a know-how or a precise publications…But its purpose is also to specialization. contribute to city dialogue with European o Physical elements of recognition institutions. Such “cooperation would whether are atmospheric conditions contribute to the radiance of the territory (reliefs, climatology, seas, …) or on a supra regional scale “. men’s profile ( pottery of Safi, leather goods of Fes, Marrakchis’ reception, ° Creation of the brand trade of the Soussis, …)

Generally, the identity of a brand means …” ° Use of territorial celebrities what has always characterized us in a singular fashion and in all our products and It is to call on to famous personalities associated with the territory ( it is difficult acts” 15 . By transposition 16 to territories, to dissociate Tangier Ibn Batouta, the Rif the brand identity of a territory consists in region of Abdelkrim Khattabi, Hicham El associating perceptions, and attractive, Guerrouj of Berkane, Benissa of Asilah, etc.) distinctive and positive values. It personalities who marked their territories contains 17 : whether they pertain to culture, sport, science, economy or business). Even sometimes fictive characters are mobilized to communicate the image of a city (the o “profits” both tangible and intangible, case of Hercules in Tangier for example) at the same time for residents, tourists and investors, and this by ° Quest of labels seeking a specialization as rare as possible ; They are titles granted as a sign of o a distinctive personality from the other recognition to the effort made by a city in a territories even by inventing given domain (the case of Rabat considered “nicknames” which would stick to as “world heritage of culture” by the its advantages ; UNESCO, of Fes for its spiritual music, of

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Agadir for its music of tolerance, of Tangier festivals or debated in the columns of for its jazz music, of Oualidia labelized certain local or regional press. These with the eco-label “Blue Pavilion” for its images are not yet the fruit of a service or clean beaches, titles granted by Mohammed commune structure dedicated to tout their VI foundation for the protection of the virtues and merits. Moreover, the environment and the international advertising discourses often address the foundation for the education and the investors and tourists and lack proximity environment, of Tangier under the status of towards residents; unless we count some international zone, of Moulay Yacoub sensitizing campaigns for the citizens about known for its thermal stations, etc.) the cleanliness of the urban space or that of some beaches during summer period; and ° Association of territorial these campaigns do not fall within the marketing to sporting events regular current of conduct. Yet, and for efficiency concerns, we perceive more and As sport activities are appreciated all over more communications that mobilize the the world, cities have waged a wild population such as the training and competition for the organization of coaching of the guides, sensitizing of periodic sports events by operating a restaurateurs, hoteliers, and store targeting of a sport that distinguishes them managers to know how to receive tourists. from each other. It is the case of tennis associated with Rolland Garos (Paris), the ° Creation of a territorialized week of the horse (Rabat), formula I know-how (Dubai). In order to enhance the territorial ° Communicational activation competitiveness in highly innovative domains, countries have embarked on the Having recognized the weight of the poles of competitiveness. The installation regions in politico-economic and of the latter repositions differently the sociocultural development of the nations, regions. Thus, they place directly their the specialists knew how to exploit a new competition on the international scene field of communication 18 . In Morocco, and instead of competing solely on the national since the royal speech of 09 March 2011 on scale. The extrovert vision of a territory the advanced regionalization, different tends thus to shorten the systematic communications were established to learning process. The history of the poles of impart the sources of inter-regional competitiveness started with the writings complementariness and cohesion. Haven’t of Alfred Marshall who spoke about the we considered the Oriental region and the “industrial districts”, but also Michael Rif as a sort of regional crossroads between Porter’s works who preferred “clusters” Europe and the Maghreb? Haven’t we instead. These reflections have had an echo estimated Souss Massa Draa as a champion on the field with the successful case of of enterprising spirit? Haven’t we called Silicon Valley, as a territory devoted Tangier the pearl of the Straight? But we entirely to the American computing and have to indicate that these glued images to microelectronics production. The success territories (regions or cities) are generally of this new territorial dynamics is founded conceived by agencies of economic on the collaboration between the development and regional centers of components of the cluster. investment and are inherited from occasions of sporadically organized

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° Creation and maintenance of Besides, we must observe that new urban cultural system configurations are hovering on the horizon chiefly at the level of some wastelands and The culture of a territory is presented as an disaffected port or industrial zones to inherited richness 19 , an event associated which are assigned new roles such as with precise or shifting dates and shopping, leisure or culture 24 . This is projecting into the future 20 . It results in testified by the old port of Tangier which is feasts, festivals, sporting events, projected to be on the horizon 2015 rather contemporary creation, etc. Because it a marina of leisure, shopping and culture. permits to restore confidence to citizens and make them proud of their territory, culture flourishes even in periods of Finally, we must mention here the fact that economic crises. The concerts of Mawazine all the options above would be relevant (Rabat), Jazzablanca (Casablanca) and only if territories were endowed with Tanjazz, Twiza, university theater or film structures devoted to territorial marketing. (Tangier). These structures would develop the reflex to answer (and satisfy) the expectations of ° Reinvention of territorial users of local public service, with a marketing supplementary condition of inviting citizens to take part in the coproduction of By concerns of durability, cities are heading the territorial offer, of its communication more and more towards sustainable and the contribution to the radiance of development 21 . their territory image.

By concerns of innovation and renewal of territories 22 , companies or territorial Our research intends to be global insofar as collectivities cannot work separately and we have studied simultaneously the wonderfully, they are called to search for territorial marketing as it addresses fields of convergence so as to redefine residents, tourists, and investors. These public-private partnership. three types of marketing involve actors with divergent horizons, mobilize energies Seeking an international brand image 23 , with different intensity and undertake territories are getting gradually loose from strategies with distinct visions. Thus, we their old logic anchored in their own space plan to pursue our investigations pulling to explore others. That is what has apart each user as determined by permitted to the Louvre and the Sorbonne territorial marketing. for example to settle in The United Arab Emirates, or the exportation of institutions from Lyon to Dubai City (precisely the Notes exportation of social and human sciences of 1 Revue Economie & Entreprises, Quelle University Lyon 2, the gastronomy of Paul stratégie marketing pour un Bocuse Institute, the football of développement durable ?, Forum du l’Olympique Lyonnais, the cinema of manager, n° 65, Novembre 2004. Lumiere Institute, fashion and the creation of Cloth museum, the management of l’EM 2 Including ourselves. Lyon). 3 Different theoretical writings and practices prefer to talk about sustainable

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development, but for fear of not knowing 18 D. Megard & B. Deljarrie, La the meaning of the term, and because communication des collectivités locales, sustainable development is reflected LGDJ/Dexia, collection Politiques locales, ultimately in the quality of life, we have 2003. adopted the latter term. 19 B. Graham, “heritage as knowledge: 4 A subsidiary of Veolia Environment, capital or culture ?”, Urban Studies, 39, n° responsible for managing the water and 10, 2002. electricity in the region Tangier-Tetouan. 20 X. Greffe, La mobilisation des actifs 5 These lines are assigned to a single culturels de la France. De l’attractivité company operating only for a few years! culturelle du territoire … à la nation culturellement créative, rapport de 6 See infra. synthèse sur l’attractivité culturelle, ministère de la culture et de la 7 While remaining open to national communication, document de travail du subcultures and foreign cultures, in view of DEPS n° 1270, mai 2006. the diversity and human mixture that have marked the city forever. 21 P. Ingallina & J. Park, « city marketing et espace de consommation : les nouveaux 8 M. Laaboudi, Tanger, Librairie nationale, enjeux de l’attractivité urbaine », revue 2010. Urbanisme, n° 344, septembre-octobre, 9 Porter M., L’avantage concurrentiel des 2005. nations, 2d. Du Renouveau pédagogique, 22 1993. V. Cova & B. Cova, Alternatives marketing, Dunod, 2001. 10 Version Homme (VH) magazine, n° 92 Novembre 2010. 23 J-N. Kapferer, op. cit.

11 National Touristic Strategy 2020 vision. 24 L. Davezies, « Développement local : le déménagement des Français. La 12 Idem. dissociation des lieux de production et de consommation », Futuribles, n° 295, 2004 13 Idem. References 14 B. Meyronin, Marketing territorial : enjeux et pratiques, Vuibert, 2 ème édition, 1. Agefi, Gérer les villes comme des 2012. marques, numéro du 25 septembre 2002.

15 J-N. Kapferer, Les marques, capital de 2. V. Cova & B. Cova, Alternatives l’entreprise, Eyrolles, les Editions marketing, Dunod, 2001. d’organisation, collection « références »,

4ème édition, 2007. 3. L. Davezies, « Développement local : le déménagement des Français. La 16 D. Merunka& A. Ouattara, « La ville en dissociation des lieux de production et de tant que marque : métaphore ou réalité », consommation », Futuribles, n° 295, 2004.

Actes du 7 ème colloque Ville-Management, 4. V. Girard, Contribution à l’étude du in www.ville-management.org, 2006. marketing territorial : le cas des projets de ville et d’agglomération française, thèse de 17 Agefi, Gérer les villes comme des doctorat, Université Lyon 3, 1999. ; J-P. marques, numéro du 25 septembre 2002. Flipo & L. Texier, Marketing territorial : de

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la pratique à la théorie, Revue Française du D. Megard & B. Deljarrie, La communication Marketing, n° 136, 1992. des collectivités locales, LGDJ/Dexia, collection Politiques locales, 2003. 5. B. Graham, “heritage as knowledge : capital or culture ?”, Urban Studies, 39, n° 13. D. Merunka & A. Ouattara, « La ville en 10, 2002. tant que marque : métaphore ou réalité », Actes du 7 ème colloque Ville-Management, 6. X. Greffe, La mobilisation des actifs in www.ville-management.org, 2006. culturels de la France. De l’attractivité culturelle du territoire … à la nation 14. B. Meyronin, « Marketing des services culturellement créative, rapport de publics et marketing territorial : vers une synthèse sur l’attractivité culturelle, dynamique de ré enchantement ? », ministère de la culture et de la Economies et Sociétés, série Economie et communication, document de travail du gestion des services, EGS, n° 9, 2, 2008. DEPS n° 1270, mai 2006. 15. B. Meyronin, Marketing territorial : enjeux et pratiques, Vuibert, 2 ème édition, 7. F. Hatem, Le marketing territorial : 2012. principes, méthodes et pratiques, éd. EMS, 2007. 16. Ministère de tourisme, Stratégie touristique nationale vision 2020. 8. P. Ingallina & J. Park, « City marketing et espace de consommation : les nouveaux 17. Porter M., L’avantage concurrentiel des enjeux de l’attractivité urbaine », revue nations, 2d. Du Renouveau pédagogique, Urbanisme, n° 344, septembre-octobre, 1993. 2005. 18. Revue Economie & Entreprises, Quelle 9. J-N. Kapferer, Les marques, capital de stratégie marketing pour un l’entreprise, Eyrolles, les Editions développement durable ?, Forum du d’organisation, collection « références », manager, n° 65, Novembre 2004. 4ème édition, 2007. 19. Revue Economie & Entreprises, Tanger : 10. M. Laaboudi, Tanger, Librairie nationale, le grand Ménage, supplément Tanger, n° 2010. 75, Octobre 2005.

11. Lendrevie J. et Lévi J., Mercator : 20. Version Homme (VH) magazine, n° 92 théories et nouvelles pratiques du Novembre 2010. marketing, Dunod, 2013.

12. G. Lorant, Les collectivités locales face aux défis de la communication, L’Harmattan, 2006.

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Fadoua Laghzaoui And Mostafa Abakouy (2016), Journal of North African Research in Business, Article ID 793075, DOI: 10.5171/2016.793075