MARKETING TERRITORIAL : RELATION ENTRE ACTEURS LOCAUX ET INVESTISSEURS, CAS DE LA REGION DE CASABLANCA-SETTAT

Abstract

On the base of the fact that the cities of Casablanca and Tangier are attracting more foreign investment than other cities in Morocco, because they are offering best competitive advantages that often emerge when investors come to prospect the possibilities of setting up a project in Morocco. The foreign industrial investments are then attracted within the clusters. Then, investments are attracting othe rinvestments and inflencing new investors positively that the location is adequate for their activities in terms of growth and cooperation with local actors. Through this research, we are addressing a current issue regarding the connection established between the local players and these industrial investors based in the region of Casablanca-Settat, by asking the nature of the relationship between these two parties. In this perspective, the purpose of this article is to clarify the coordination between local actors and foreign industrial investors in a location where the intervention concerns a multitude of local players, where their coordination is not welldefinied.

Keywords

• territorial marketing
• local actors
• fdi
• transactional marketing
• relationship marketing