Handbook on Place Branding and Marketing
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Handbook on Place Branding and Marketing

Edited by Adriana Campelo

Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding urban population, this Handbook addresses this knowledge deficit in order to illustrate how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas.
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Chapter 12: Mobility, marketing, and the experience of the city

Gary Warnaby and Christopher J. Parker

Abstract

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.

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