Place marketing has an essential role in these processes. As an answer to the globalization challenges, the Place marketing is a necessary tool to detect and propose the changes that the new scene demands. The current world leading cities and regions have already realised about it and have been working in this direction for years.

Place marketing is frequently mixed up with advertising campaigns or communication plans but it is much more than that. It is not just the promotion of a city or a region image. Place marketing intends to design strategies to find successful solutions to citizens’ interests and to walk towards the future.

It is not only to take advantage of a propitious situation, but also to create new sustainable competitive advantages.

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