Genoa and the European cities between city branding and urban marketing

The strategic positioning of cities on a national and global scale depends increasingly on the image they manage to convey of welcoming places that one can live in and that are culturally alive. A city may be all this at the same time but without effective urban marketing strategies it is difficult to ensure that all this is perceived by potential investors, tourists, talented people and new residents capable of bringing added value to the growth of the entire urban context. Read the article in  English or in Italian.