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Why place marketers should understand cartography: future avenues for research

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Purpose ‐ This paper seeks to investigate the use of cartography in the representation of places and recognise its potential importance in place marketing. Design/methodology/approach ‐ Following a review of the relevant academic literature in the areas of cartography and place marketing, the paper considers the application of cartographic principles in the representation of places for marketing purposes. Findings ‐ Using models of the marketing communication process, Gilmartin's model of map design influences (incorporating map initiator, reader's needs and map symbolisation) and Gold's three emphases in the study of place promotional messages (i.e. as part of the production system, audience consumption of the media and the messages of the media), a review of various issues relating to the use of maps as a place marketing tool is presented. Research limitations/implications ‐ This is an exploratory investigation comprising a review of the existing literature. An agenda for further research, focusing on issues in relation to the production and consumption of maps in this context is presented. Practical implications ‐ Provides place marketing practitioners with some advice as to how the utility of using maps for place marketing/promotional activities may be maximised. Originality/value ‐ Maps are a commonly used representational mechanism for places, both historically and currently. This paper considers issues relating to the use of this important method of place representation.
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Keywords: Cartography; Maps; Marketing; Marketing communications

Document Type: Research Article

Publication date: 2008-07-25

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