ABSTRACT
This chapter presents the scope of the book and its main aims, as well as the places included in the study. The next part of the chapter characterises the theoretical basics necessary to define the notion of place event marketing. It starts with the presentation of place marketing and branding and marketing communications procedures with the focus on cities and towns. The notion of events is presented, as well as their typology and impacts. On this basis, the issue of place event marketing is defined. Place event marketing is understood in this book as all integrated procedures of promotion, marketing communications and branding of different places by means of events. The theoretical part of the chapter is supplemented with several brief case studies depicting the results of staging events for the development of urban promotion and place branding of cities and towns. The theoretical part is elaborated on the basis of an intensive literature review. The case studies presented within this chapter are based on secondary sources, such as literature, as well as reports presenting the role of different events in the promotion and branding of urban places in Europe.
