A tale of two cities — A commentary on historic and current marketing strategies used by the Liverpool and Glasgow regions

This is the first of two papers looking at the place marketing strategies used by the cities of Liverpool and Glasgow to attract either investment or tourist revenues. It will review how both cities have attempted to market themselves since the beginning of the 20th century using research on the history of place marketing. It will examine current developments in both areas in light of current contemporary academic thought, and the complex challenges faced by the agencies involved.