ABSTRACT
Place branding and marketing play a significant role in attractiveness policies, but confusion remains about the instruments used in place-branding and -marketing efforts. The rise of marketing in the public sector is mainly attributed to increased responsibility and autonomy of agencies, participatory governance mechanisms, and, more generally, citizen involvement in policymaking. Regarding the need to better respond to citizens’ needs and aspirations, social marketing is increasingly used in the public and not-for-profit sectors. This chapter explains how marketing techniques and instruments are used in public-sector organisations, shows their influence on how places are being promoted, and lists the main marketing tools used in place-promotion campaigns. Examples and concrete cases are also described in the chapter.
