This work provides a particular perspective on the polysemous concept of "place" and integrates marketing and management frameworks - S-D Logic, Service Science and Network-System theories - to explain the place as value proposition, emergent by the perceptions and interactions between subjects/stakeholders/users and the spatial contexts.
A service perspective emerges and the value co-creation logic is applied to place marketing, identifying an alternative vision in managing value and strategies in places. This marketing approach is contextualized to the city centre, and presents the value co-creation perspective within the Town Centre Management (TCM) scheme. Implications between marketing, management, government and stakeholders are identified in place dynamics.

Roberto Bruni PhD, is Assistant Professor of Business Management at the Department of Economics and Law, University of Cassino and Southern Lazio, where he teaches Service Management and Place Marketing. He is Visiting Professor at Masaryk University - Brno (CZ) - where he teaches Service Management. He participates in international congresses with his own works in the research streams of service management, place marketing and retail management. He is fellow of the Institute of Place Management (IPM) - Manchester Metropolitan University.

Federica Caboni PhD, is Research Fellow in Business Administration at the Department of Economic and Business Science, University of Cagliari. In 2016-2017 she taught in the Organization Social Responsibility course. She was a Visiting Scholar at Stockholm University, School of Business, Stockholm Programme of Place Branding. At present, she is a Visiting Scholar at the University of Gothenburg, School of Business, Economics and Law, Department of Business Administration, Marketing section. She has been a speaker at several international conferences on Place Management and Place Branding. She is a member of International Place Branding Association (IPBA) and a member of Regional Studies Association (RSA), UK.