Towards a comprehensive view of the place marketing process

Abstract

City marketing as part of a wider urban policy known as place marketing can be explained by the rise of the phenomenon of "urban entrepreneurialism". The emergence of this phenomenon has encouraged cities to adopt explicit place marketing policies aimed to attract mobile investment and consumption in order to stimulate economic development. More specifically, urban entrepreneurialism as a new mode of urban governance has led to the emergence of city marketing as a strategy for achieving the main objective set out by entrepreneurialism: urban economic development. This paper will attempt to provide an insight regarding the emergence of city marketing and provide a model of contemporary place marketing processes. Furthermore, it will seek to compare the theory of place marketing with existing practice by employing empirical evidence drawn from the Amsterdam case study.