Inclusivity as civism: theorizing the axiology of marketing and branding of places

Purpose This study aims to outline an axiology of inclusivity, which can facilitate self-reflection on the possible impact acting and pursuing a more inclusive branding marketing for places. Design/methodology/approach By deconstructing main assumption, constitutes new paradigm in places as participatory, responsible democratic, this article tackles critical pragmatist concerns about political dimension its implications theories practices realm Findings The argues that, be understood enacted inclusive, should seen act (bio)political arts government, characterized by impolitical alternative form praxis, whose axiological foundation is based particular civism, offers different mode stance approaching effects impacts all stakeholders involved. Originality/value Little has been written value, substance appearance that indicate inclusivity fundamental notion participation, engagement democracy. contributes existing literature, arguing demystified, it may present self-fulfilling discourse might create problems.