ABSTRACT
This is the last chapter outlining the findings of the whole book. The results presented in the previous chapters characterizing individual case studies are summarised here. The role of different kinds of events, from festivals and cultural celebrations through sports to business-related events in promotion and branding of places are addressed on the basis of case studies presented throughout the book. The findings are presented with reference to cities and towns as places which were represented in the book. Finally, the future research directions and topics worthy of further studies are proposed. The chapter ends with a model depicting the structure of the place event marketing process, including its factors, processes and effects on urban spaces.
