ABSTRACT
This first chapter provides a general introduction to the book. It explains that concerns about increasing attractiveness and competitiveness have emerged on all continents. Strategies have been designed by many places to position themselves and attract specific target groups. This book prefers a public-policy perspective and calls for a better understanding of the interplay between public policies and place development, marketing, and promotion. The main questions that arise from this perspective are: how do marketing and branding efforts contribute to the place-development process? How should public policies be coordinated to successfully develop a place? How should policy makers address the characteristics of places in promotion efforts? In addition, the book includes examples from all continents, including undercommented cases from outside the Western world.
