SUMMARY
London, unlike Amsterdam, has for many years boasted a good image and considerable economic clout in Europe. What's more, the world city is a model of territorial marketing. The reason: the creation of the London & Partners promotional agency, which brings together the main economic and institutional players in Greater London to implement an effective global communications strategy.
Keywords: ambassadors, economic development, governance, major events, territorial marketing, MICE, business mobilization, place branding, global attractiveness strategy, tourism, business tourism, London, United Kingdom.
Illustration : @DAVID ILIFF - Wikimedia Commons - CC
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