... rather than in newcomers. To operationalise this approach, the literature on relationship marketing might be helpful. Originality/value City marketing is mostly aimed at attracting new investors, residents or visitors. This geography‐based paper sheds a new light on the topic and provides empirical...

... have, however, compared and validated the research results with theorizing and empirical observations from disciplines such as place branding and public diplomacy, complemented with research done within the disciplines of general marketing and network and relationship marketing. Marcus...