Stobswell - a case study in micro-marketing as a tool of urban regeneration

The chapter, by Pat Sedakat, Barry Worthington and Roy Hutchison reports on an attempt to develop a 'micro-marketing strategy' for a district of Dundee affected by industrial decline and where urban renewal, social inclusion and community development have been identified as priority policy areas. The techniques are explored as a way to "'sell the community to itself', and thus nurture notions of community identity and pride as an intrinsic part of the process of renewal and regeneration" (p. 129). They conclude that, although this is marketing at a micro level, the approach "might later be adapted to form part of a more conventional marketing exercise promoting 'Dundee - the community' as a tourist destination" (p. 129).Chapters nine and ten examine the inter-relationships between economy and cultural production, with chapter nine exploring the ways in which a developing art scene has emerged in Las Vegas as a consequence of the increasing wealth of the city and the perceived need for visitor sites and venues to be attached to 'high culture' in order to attract and therefore create more wealth from visitors. Nicky Ryan, in her chapter titled 'Vegas at the Tipping Point!'