Un’analisi teorica sul marketing territoriale. Presentazione di un caso studio. Il “consorzio per la tutela dell’Asti”

The increasing word wide competition of the global firms has been stirred up the difference geographic areas to compete versus the others. Each country tries to be leader on the market and to take advantage by the own resources and the potentiality to grow up. The geographic areas are managed like a firm to reach the maximum efficiency with the minimum economic resources. On the first part of this working paper is showed the marketing tools connected to the idea to see the territory as a product. The second part is developing the searching of “Consorzio per la tutela dell’Asti”. This area is divided in 52 counties between Asti, Cuneo and Alessandria. The target of this studio is to give a strategic point of view to territorial marketing for underline the “intangible heritage” of those areas, like elements which improve the attraction of then.