Inclusive place branding: towards an integrative research agenda

All together, the eleven contributions offered in this present volume can be understood as a first step towards the systematisation of a critical research agenda for place marketing and branding. Aware that such an effort would imply an enduring long-term plan rather than only a single, oneshot publication, we intend to propose a provisional research agenda that may guide marketers’ future attempts to critically engage with the study and application of marketing and branding techniques to cities, regions and countries. This integrative research agenda emphasises three main interrelated dimensions, each of which contributes to define a key aspect of the approach that this books appreciates as inclusive place branding.