ABSTRACT
City marketing has grown in size and importance especially since the 1970s and the full emergence of globalization. This chapter discusses some basic strategies of marketing: promoting the image of the postindustrial city, the tourist city, the good city, the green city, the cosmopolitan city and the cultural city. The newly postindustrial cities became associated with the old, the polluted, the past and the failed. In a globalizing world the marketing of a city as a global city is an important strategy. There are different tactics of city marketing, namely renaming, reimagining, rebuilding and the hosting of events. Reimagining the city involves the physical reconstruction of the city. Signature buildings by big-name architects are part of the symbolic capital of cities. To have a new building by a starchitect denotes cultural heft and global intentionality. The ethos of marketing is so pervasive that even the silences are uttered and the problems exposed as opportunities to sell and to brand.
