This conclusion presents some closing thoughts on the key concepts discussed in the preceding chapters of this book. The book offers diverse insights into the potential of place branding's potential to go beyond economic interests and goals, to focus on residents, to engage diverse stakeholders, and to embrace contradictions and marginalized groups. It demonstrates that the desirability of bottom-up approaches to the place branding/marketing process is not a taboo any more. The book motivates many to accept the challenge of moving place branding towards a more inclusive future. It exposes the nuances of inclusivity; the tensions and contradictions involved, revealed instances of inclusive initiatives, and identified opportunities for inclusive place branding theory and practice. The book offers lessons from Indigenous practices and knowledge for inclusive place marketing. It also offers a useful reference point for political studies scholars and marketing researchers interested in taking forward the rigorous examination of the politics of branding as applied to places.

This paper extends existing research on inclusive place marketing by advancing methodological reflections on how to rework research instruments toward greater inclusivity. Our methodological reflections intend to encourage the dialogue between place marketing theory and practice, as well as reflections on the role that academic researchers take on while co-creating territorial development and promotion projects with a variety of non-academic stakeholders. This is done in the form of a self-reflective account of the multi-disciplinary tourism research team engaged in “RECOLOR” (Reviving and EnhanCing artwOrks and Landscapes Of the adRiatic). This is an INTERREG project funded by the European Commission that aims to enhance the tourist potential of secondary urban and natural resources in Croatia and Italy, with a view to generating sustainable development. Academics and consultants can replicate the research methods suggested in this paper when conducting participatory audits in other destinations.

This paper extends the debate on medium-sized cities as active designers of place-specific neoliberal identities by reporting relevant findings from Bologna, European Capital of Culture in 2000 and a UNESCO City of Music since 2006. The study identifies the formal relationships of collaboration among local musicians as a relevant proxy to discuss the individualisation of the pop-rock music scene and its variations between 1978 and 2019. For this purpose, formal Social Network Analysis is combined with semi-structured interview analysis and archival research. The findings reveal decreased levels of social cohesion among artists and establishes a link between growing individualisation in the local music scene and an increasing tourist-orientation in the city.

Purpose: This paper aims to contribute to this Special Issue about alternative and critical marketing theory on space and place by discussing its link with practice. More generally, this paper intends to suggest that more effective links between theory and practice can result into more meaningful conceptual research in business administration and marketing. Design/methodology/approach: This is a reflexive introspective essay that relates the author’s personal experience to the recent literature on the dialogue between theory and practice within general marketing research and marketing scholarship on place and space. Findings: After recognising that different modes of knowledge creation exist, some gateways between theory and practice are identified, as part of a future agenda that could accompany scholars in improving their engagement with society. These gateways include dissemination strategies; teaching and public engagement; and formats of “engaged” research that comprise action research and collaboration with non-academic actors. Research limitations/implications: The alternative and critical marketing theory on space and place comprises different specific domains, some of which appear to be closer to practice than others. Because of the author’s background, place branding and destination marketing are granted preferential attention. Originality/value: The figure of the craftsman depicted by Sennet (2008) is identified as a source of inspiration for marketing scholars interested in space and place. The metaphor of the craftsperson could be useful for business and marketing scholar alike while reflecting on their roles and positionalities.