{"id":"https://openalex.org/W4403540314","doi":"https://doi.org/10.4018/979-8-3693-9775-6.ch002","title":"Digital Marketing and Territorial Attractiveness of Innovative Entrepreneurship","display_name":"Digital Marketing and Territorial Attractiveness of Innovative Entrepreneurship","publication_year":2024,"publication_date":"2024-10-18","ids":{"openalex":"https://openalex.org/W4403540314","doi":"https://doi.org/10.4018/979-8-3693-9775-6.ch002"},"language":"en","primary_location":{"id":"doi:10.4018/979-8-3693-9775-6.ch002","doi":"https://doi.org/10.4018/979-8-3693-9775-6.ch002","is_oa":false,"landing_page_url":"https://doi.org/10.4018/979-8-3693-9775-6.ch002","pdf_url":null,"source":{"id":"https://openalex.org/S4210218413","display_name":"Advances in marketing, customer relationship management, and e-services book series","issn_l":"2327-5502","issn":["2327-5502","2327-5529"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Marketing, Customer Relationship Management, and E-Services","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4403540715","display_name":"Sustainable and Intelligent Territorial Marketing and Entrepreneurship"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5021011652","display_name":"Chaimaa Laoute","orcid":"https://orcid.org/0009-0007-6276-5681","observed_orcids":["https://orcid.org/0009-0007-6276-5681"]},"institutions":[{"id":"https://openalex.org/I99297268","display_name":"University of Hassan II Casablanca","ror":"https://ror.org/001q4kn48","country_code":"MA","type":"education","lineage":["https://openalex.org/I99297268"]}],"countries":["MA"],"is_corresponding":false,"raw_author_name":"Chaimaa Laoute","raw_affiliation_strings":["Hassan 2 University, Morocco"],"raw_orcid":"https://orcid.org/0009-0007-6276-5681","affiliations":[{"raw_affiliation_string":"Hassan 2 University, Morocco","institution_ids":["https://openalex.org/I99297268"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5098995784","display_name":"Mourad Aarabe","orcid":"https://orcid.org/0009-0003-9772-6683","observed_orcids":["https://orcid.org/0009-0003-9772-6683"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Mourad Aarabe","raw_affiliation_strings":["National School of Business and Management of Fez, Morocco"],"raw_orcid":"https://orcid.org/0009-0003-9772-6683","affiliations":[{"raw_affiliation_string":"National School of Business and Management of Fez, Morocco","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5098995785","display_name":"Nouhaila Ben Khizzou","orcid":"https://orcid.org/0009-0002-3355-5224","observed_orcids":["https://orcid.org/0009-0002-3355-5224"]},"institutions":[{"id":"https://openalex.org/I81605866","display_name":"Sidi Mohamed Ben Abdellah University","ror":"https://ror.org/04efg9a07","country_code":"MA","type":"education","lineage":["https://openalex.org/I81605866"]}],"countries":["MA"],"is_corresponding":false,"raw_author_name":"Nouhaila Ben Khizzou","raw_affiliation_strings":["National School of Business and Management of Fez, Morocco & Sidi Mohamed Ben Abdellah University, Morocco"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"National School of Business and Management of Fez, Morocco & Sidi Mohamed Ben Abdellah University, Morocco","institution_ids":["https://openalex.org/I81605866"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5081077444","display_name":"Lhoussaine Alla","orcid":"https://orcid.org/0000-0002-7238-1792","observed_orcids":["https://orcid.org/0000-0002-7238-1792"]},"institutions":[{"id":"https://openalex.org/I81605866","display_name":"Sidi Mohamed Ben Abdellah University","ror":"https://ror.org/04efg9a07","country_code":"MA","type":"education","lineage":["https://openalex.org/I81605866"]}],"countries":["MA"],"is_corresponding":false,"raw_author_name":"Lhoussaine Alla","raw_affiliation_strings":["National School of Applied Science of Fez, Morocco & Sidi Mohamed Ben Abdellah University, Morocco"],"raw_orcid":"https://orcid.org/0000-0002-7238-1792","affiliations":[{"raw_affiliation_string":"National School of Applied Science of Fez, Morocco & Sidi Mohamed Ben Abdellah University, Morocco","institution_ids":["https://openalex.org/I81605866"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5052163289","display_name":"Bouchra Alj","orcid":"https://orcid.org/0000-0002-7856-3044","observed_orcids":["https://orcid.org/0000-0002-7856-3044"]},"institutions":[{"id":"https://openalex.org/I99297268","display_name":"University of Hassan II Casablanca","ror":"https://ror.org/001q4kn48","country_code":"MA","type":"education","lineage":["https://openalex.org/I99297268"]}],"countries":["MA"],"is_corresponding":false,"raw_author_name":"Bouchra Alj","raw_affiliation_strings":["Hassan 2 University, Morocco"],"raw_orcid":"https://orcid.org/0000-0002-7856-3044","affiliations":[{"raw_affiliation_string":"Hassan 2 University, Morocco","institution_ids":["https://openalex.org/I99297268"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5017969352","display_name":"Ahmed Samir Benjelloun","orcid":"https://orcid.org/0009-0004-9673-2747","observed_orcids":["https://orcid.org/0009-0004-9673-2747"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Ahmed Benjelloun","raw_affiliation_strings":["National School of Business and Management of Fez, Morocco"],"raw_orcid":"https://orcid.org/0009-0004-9673-2747","affiliations":[{"raw_affiliation_string":"National School of Business and Management of Fez, Morocco","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":14.375,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":{"value":0.98756864,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":91,"max":98},"biblio":{"volume":null,"issue":null,"first_page":"33","last_page":"68"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T14066","display_name":"Economic Development and Regional Competitiveness","score":0.5386000275611877,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T14066","display_name":"Economic Development and Regional Competitiveness","score":0.5386000275611877,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12636","display_name":"Regional Development and Innovation","score":0.1509999930858612,"subfield":{"id":"https://openalex.org/subfields/3303","display_name":"Development"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13384","display_name":"Regional Economic Development and Innovation","score":0.07460000365972519,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/territorial-attractiveness","display_name":"regional attractiveness","score":0.9829999804496765},{"id":"https://openalex.org/keywords/innovative-entrepreneurship","display_name":"innovative entrepreneurship","score":0.9959999918937683},{"id":"https://openalex.org/keywords/regional-development","display_name":"regional development","score":0.6980000138282776},{"id":"https://openalex.org/keywords/talent-attraction","display_name":"talent attraction","score":0.6150000095367432},{"id":"https://openalex.org/keywords/economic-growth","display_name":"economic growth","score":0.5759999752044678},{"id":"https://openalex.org/keywords/globalization","display_name":"globalization","score":0.7020000219345093}],"concepts":[{"id":"https://openalex.org/C31173074","wikidata":"https://www.wikidata.org/wiki/Q2632514","display_name":"Attractiveness","level":2,"score":0.88205885887146},{"id":"https://openalex.org/C84309077","wikidata":"https://www.wikidata.org/wiki/Q3908516","display_name":"Entrepreneurship","level":2,"score":0.6390405297279358},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5449674129486084},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5166309475898743},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.12429755926132202},{"id":"https://openalex.org/C11171543","wikidata":"https://www.wikidata.org/wiki/Q41630","display_name":"Psychoanalysis","level":1,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.4018/979-8-3693-9775-6.ch002","doi":"https://doi.org/10.4018/979-8-3693-9775-6.ch002","is_oa":false,"landing_page_url":"https://doi.org/10.4018/979-8-3693-9775-6.ch002","pdf_url":null,"source":{"id":"https://openalex.org/S4210218413","display_name":"Advances in marketing, customer relationship management, and e-services book series","issn_l":"2327-5502","issn":["2327-5502","2327-5529"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Marketing, Customer Relationship Management, and E-Services","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/8","score":0.6985999941825867,"display_name":"Decent work and economic growth"},{"id":"https://metadata.un.org/sdg/9","score":0.5378999710083008,"display_name":"Industry, innovation and infrastructure"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":63,"referenced_works":["https://openalex.org/W75658892","https://openalex.org/W1513959292","https://openalex.org/W1556808170","https://openalex.org/W1974963036","https://openalex.org/W1980393719","https://openalex.org/W1980628724","https://openalex.org/W2000606402","https://openalex.org/W2048845950","https://openalex.org/W2049184325","https://openalex.org/W2057528791","https://openalex.org/W2059507040","https://openalex.org/W2067328055","https://openalex.org/W2092487000","https://openalex.org/W2099268311","https://openalex.org/W2109868433","https://openalex.org/W2115813904","https://openalex.org/W2129208071","https://openalex.org/W2129642471","https://openalex.org/W2130277684","https://openalex.org/W2134338974","https://openalex.org/W2139896179","https://openalex.org/W2159091242","https://openalex.org/W2166956125","https://openalex.org/W2186324016","https://openalex.org/W2218687014","https://openalex.org/W2285394863","https://openalex.org/W2291767525","https://openalex.org/W2325720037","https://openalex.org/W2345086233","https://openalex.org/W2565978984","https://openalex.org/W2749656864","https://openalex.org/W2758947154","https://openalex.org/W2766493787","https://openalex.org/W2798316406","https://openalex.org/W2944729420","https://openalex.org/W3125707221","https://openalex.org/W3125917411","https://openalex.org/W3141135921","https://openalex.org/W3162651119","https://openalex.org/W4214755765","https://openalex.org/W4232404224","https://openalex.org/W4302774658","https://openalex.org/W4308579274","https://openalex.org/W4311546174","https://openalex.org/W4320491634","https://openalex.org/W4364304478","https://openalex.org/W4383374907","https://openalex.org/W4383905491","https://openalex.org/W4387333379","https://openalex.org/W4387344451","https://openalex.org/W4388705191","https://openalex.org/W4391273848","https://openalex.org/W4393721143","https://openalex.org/W4395669087","https://openalex.org/W4399288952","https://openalex.org/W4399288954","https://openalex.org/W4400722129","https://openalex.org/W4400722142","https://openalex.org/W4400722367","https://openalex.org/W4401568829","https://openalex.org/W4401897557","https://openalex.org/W6891742942","https://openalex.org/W6910601330"],"related_works":["https://openalex.org/W4407369496","https://openalex.org/W2905384881","https://openalex.org/W4405126208","https://openalex.org/W4407005801","https://openalex.org/W7106226204","https://openalex.org/W3100850384","https://openalex.org/W7106132166","https://openalex.org/W3161692328","https://openalex.org/W4408271032","https://openalex.org/W7216769589"],"abstract_inverted_index":{"In":[0],"order":[1],"to":[2,20,30,40,68,83,92],"meet":[3],"the":[4,10,70,85,94,102,113],"challenges":[5],"of":[6,12,72,87,97,101],"globalisation":[7],"and":[8,16,25,32,39,44,64,81],"enhance":[9],"attractiveness":[11,71,96],"their":[13,47],"territories,":[14],"local":[15],"regional":[17],"players":[18],"need":[19],"adopt":[21],"innovative":[22,36,66,98],"territorial":[23,56,90,95],"approaches":[24],"strategies.":[26],"The":[27],"aim":[28],"is":[29,50],"attract":[31],"retain":[33],"residents,":[34],"talent,":[35],"entrepreneurs,":[37],"etc.,":[38],"stimulate":[41],"economic":[42],"growth":[43],"development":[45],"in":[46,51],"nations.":[48],"It":[49],"this":[52,79],"context":[53,80],"that":[54],"digital":[55,62,89],"marketing":[57,91],"has":[58,109],"emerged":[59],"as":[60,112],"a":[61],"tool":[63],"an":[65],"approach":[67,108],"improving":[69],"territories.The":[73],"chapter":[74],"we":[75],"propose":[76],"falls":[77],"within":[78],"aims":[82],"highlight":[84],"importance":[86],"using":[88],"promote":[93],"entrepreneurship.":[99],"Methodology":[100],"qualitative":[103,106],"study":[104],"A":[105],"research":[107],"been":[110],"chosen":[111],"methodology.":[114],"Data":[115],"will":[116],"be":[117],"collected":[118],"through":[119],"semi-structured":[120],"interviews.":[121]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":5}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2024-10-19T00:00:00"}