Territorial Marketing Strategy and the Development of Brewery Routes at Santa Catarina State, Brazil
Marcos Dalmoro, Miguelangelo Gianezini, Melissa Watanabe, Silvio Parodi Oliveira Camilo, Dimas Ailton Rocha

Abstract
In the plural perspective of strategy, competitiveness and development, cities and territories (regions) have sought to structure themselves to attract industries, services and other possibilities that can make the dynamics of the economy of a given location more efficient. The evolution of certain territories' economic and social aspects triggered new possibilities for socio-economic activities, which may be contained in Territorial Marketing initiatives. This article aims to analyze existing initiatives and local development, focusing on the cases of two brewery routes in the state of Santa Catarina, southern Brazil. The research had an exploratory and descriptive character. A documentary survey was carried out (previous market research, current legislation, and documents from organizations), followed by interviews with stakeholders. As a result, it was possible to verify territorial marketing initiatives in current strategies and made a series of suggestions for further improvement.

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