The study is based on the assumption that local governments need new guidance in the
current global change context. We base our assumption on the fact that the pandemic
and the subsequent economic changes have radically altered the external environment
of municipalities, which present new challenges, require new marketing management
perspectives, and tools to respond. The aim of our research at this stage is to identify
and collect the factors and questions that are deemed important by the international
researchers of place marketing to discover, identify, and answer in order to provide
guidance on how to manage municipalities in the face of environmental change. Building
on our preliminary literature review, we conduct a systematic literature review of
the questions that have been addressed by researchers in the field of municipal marketing
over the past five years. The purpose of this work is to collect, complete, and group
the questions so that we can build on the systematic review to develop a model for
our further research and to ground our methodological engagement in the methodology
of the literature we have identified. Our results show that the focus in the field
of place marketing is shifting towards broader perspectives of sustainability.