Chapter 12: Mobility, marketing, and the experience of the city
Restricted access

The aim of this chapter is to explore how the ability to move with ease around an urban locale affects a user’s experience of that place, and the extent to which this may be capitalized upon for place marketing/branding purposes. We begin by outlining different aspects of mobility outlined by Tim Cresswell and, drawing on work by Michel de Certeau, explore the potential implications for place marketing/branding with particular reference to walking (and the related aspect of accessibility). Emphasizing the performative aspects of walking, we utilize some current trends in marketing theory (i.e. the service-dominant logic of marketing and a more experiential perspective on marketing) to consider how mobility – both in reality and virtually – might be appropriated for the purposes of place marketing/branding, and the processes by which these activities are planned and implemented.

You are not authenticated to view the full text of this chapter or article.

Access options

Get access to the full article by using one of the access options below.

Other access options

Redeem Token

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institutional Access

Personal login

Log in with your Elgar Online account

Login with your Elgar account
Edited by