Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book devotes to developing city promotion and branding strategies. It presents the principles of devising this kind of strategy, illustrated with a specific case study of such a strategy developed by the author for Tomaszow Mazowiecki—a medium-sized Polish city. The book presents the concept of city marketing and its constituents and indicates its relationships with city branding and promotional activities. It analyzes city branding and promotion strategies as a type of urban development strategy. It analyzes the different elements that the concepts of city branding and promotion are composed of and present the purposes that city branding and promotion serve. The book presents two very timely and important approaches to urban development: the Keynesian economy and neoliberalism, which are both strictly connected with the city marketing and managerialist approach.