What Makes Cities’ Marketing Policies Successful in Sustaining Contemporary Arts and Creating Social Value?

Through five international case studies, three Finnish and two Italian, some applications of territorial marketing adopted by the governments of Helsinki and Milan are identified and discussed. Support for the arts is generally cited as one of cities’ investment priorities, one which requires careful planning if it is to fully develop benefits for residents and tourists. The cases studied concern contemporary art, and allow some of the causes of success and failure of implemented policies to be identified