Place is often the most neglected of the four Ps of the marketing mix, yet in many ways it is the most vital, as it is the way that the goods and services that we consume each day are distributed to us.
Forty-eight kilometres east of the centre of London, about 400 metres from the edge of what was the UK shoreline, a building project is taking place that is creating a new part of Britain. By dredging the bottom of the Thames, the London Gateway project is creating new land on which a brand-new container port will be built. Many other countries have used engineering projects to reclaim land from the sea, such as in Dubai’s Palm Islands and much of Hong Kong.
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