ABSTRACT
The second chapter sums up the manner in which public problems are dealt with and then goes on to describe certain problems that must be tackled by places. It is essential to pay attention to this question, since more and more major societal issues extend beyond national borders. However, problems specific to certain places have required an approach to public policy that is no longer sectoral but territorial, at a different scale. This has called for a return of territories and places, with certain issues being addressed at the city or regional level. The chapter also presents the increasing development of marketing and branding practices in the public sector and examines the complex relationship between marketing and branding in the context of the promotion of places.
