This textbook conveys foundational knowledge on the topic of marketing in a well-readable and easily understandable language. The focus is on the idea of transferring the marketing tools of the private sector to the public sector, particularly to cities, municipalities, and counties. Numerous municipal application areas are presented where marketing can be an important, even indispensable, instrument for customer-oriented task fulfillment. A case study illustrates how marketing can be successfully implemented on the ground. A key topic is city, urban, and municipal marketing. The process of developing a marketing concept is outlined, the roles of public and private actors are examined, and guidance is provided for the efficient design of marketing management. The target audience for this guide includes not only students.