Place marketing in Europe

Abstract

European regions increasingly compete to attract and retain residents, entrepreneurs and visitors. As the location choice of people is based more and more on such soft factors as an area's image, most regions apply a strategy of "place marketing". In this context, the Scandinavian Euregion of the Oresund is often highlighted as "best practice". How should we assess the marketing of Europe's regions and what can be learned from the case of the Oresund?