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22 avril 2013
- doi: 10.4000/books.pufr.282
- isbn: 9782869061620
- eisbn: 9782869063266
https://www.openedition.org/12554 , info:eu-repo/semantics/openAccess
Mots-clés
ville projet urbain Méditerranée urbanisation Lisbonne Barcelone Rome Alger espace public Architecture Urban Studies SOC015000 RGCSujets proches
Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
Paola Somma, « Urban and regional marketing in the mediterranean area », Presses universitaires François-Rabelais, ID : 10.4000/books.pufr.282
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Résumé
The purpose of this paper is to establish whether or not there is such a thing as a model of “Mediterranean marketing” and if so, to highlight the similarities and differences between it and other European situations and amongst the various cities in the Mediterranean area. The justification for this exercise lies in the conviction that, despite the tendency to describe them in a standardized language, concrete examples of urban marketing must also be related to specific local conditions. Furthermore, inasmuch as they enable us to understand better the regional transformation projects that they are an expression of they can provide a useful indicator of the more probable scenarios for the future of our cities.