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Il Cuore di Novi is an example of an innovative way of regenerating and revitalising a town centre in Italy in the face of intense competition from large out‐of‐town retail and residential developements. This has been achieved through a combination of research surveys linked to an organic approach to marketing strategy and effective engagement with the town's local authority and small‐ and medium‐sized retailers. The paper's aim is to discuss this development.

This case study provides an example of retailer‐led town centre management in the Novi Ligure (Italy) and builds on previous work by Molinillo Jiménez, Sánchez del Río, Vilariño et al. and Coca‐Stefaniak et al.

Southern European models of retailer‐led town centre management, known in Italy as centro commerciale naturale and discussed by Valente, Zanderighi, Moras et al. and Codato et al. can be effective in competing with large out‐of‐town shopping centres through innovative place management and marketing techniques in town centres based on local know‐how, differentiation and customer service.

The case of Novi Ligure's successful retailer‐led town centre management scheme is unique in Italy in terms of its ability to integrate retail revitalisation with urban regeneration in a town centre. This scheme is ground‐breaking in Italy and provides further evidence of the success of Southern European bottom‐up retailer‐led place management models. This study is of value to practitioners and policy makers in place management, town centre management, local authority planning officers, urban regeneration consultants, academics, small‐ and medium‐sized independent retailers, community leaders and town centre residents.

The purpose of this Editorial is to introduce the subject of place management and, more specifically, the Journal of Place Management and Development.

The approach is reflective, reflexive and indulgent. The Editorial examines the background to place management and summarises current practical and theoretical interpretations on the subject, that have been written by the JPMD Editorial Board.

The Editorial establishes the breadth of the topic of place management as well as making some tentative predictions about where research in the subject could or should go in the future.

The Editorial calls for more joint research between academics and practitioners, to ensure that research is academically grounded but practically relevant.

The Editorial is a good introduction to the subject of place management and should be read by academics or practitioners with an interest in the subject.