Destination Branding
Creating the unique destination proposition. Textbooks
(Sprache: Englisch)
In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by Coca Cola, Nike, and Sony in an effort to differentiate their identities and to emphasize the...
Leider schon ausverkauft
versandkostenfrei
Buch (Kartoniert)
38.60 €
Produktdetails
Produktinformationen zu „Destination Branding “
In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by Coca Cola, Nike, and Sony in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, this new edition of Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency "mood branding" initiative leads to success every time.
Klappentext zu „Destination Branding “
'The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing.'Francesco Frangialli, Secretary-General of the World Tourism Organisation
'This comprehensive text should be on the reading list of all people directly and indirectly involved in destination marketing,'
Ian Macfarlane, B.COM., MBA, M. Phil, Chief Executive Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand.
Today, destination branding is one of the hottest topics amongst place marketing professionals and politicians. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists.
By focusing on a range of global case studies, Destination Branding: Creating the unique destination proposition , revised second edition, demonstrates how destinations - big and small - can successfully harness the power of branding.
Now with a companion website at www.elsevierdirect.com/ 9781856178204 offering extra case studies, discussion questions and further reading.
This revised edition provides:
Case studies authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other destination branding experts.
Global coverage with case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia.
Consideration of the web as a channel of place branding/promotion and of the roles of special events and media and public relations in leveraging promotional activities.
Nigel Morgan is a Professor at the University of Wales Institute, Cardiff, UK
Annette Pritchard is a Professor at the University of Wales Institute, Cardiff,
... mehr
UK
Roger Pride is Director of Marketing, Welsh Assembly Government
Case studies authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other destination branding experts.
Global coverage with case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia.
Consideration of the web as a channel of place branding/promotion and of the roles of special events and media and public relations in leveraging promotional activities.
Roger Pride is Director of Marketing, Welsh Assembly Government
Case studies authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other destination branding experts.
Global coverage with case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia.
Consideration of the web as a channel of place branding/promotion and of the roles of special events and media and public relations in leveraging promotional activities.
... weniger
Bibliographische Angaben
- Autoren: Nigel Morgan , Annette Pritchard , Roger Pride
- 2009, 2nd rev. ed., 400 Seiten, Maße: 16,7 x 23,4 cm, Kartoniert (TB), Englisch
- Verlag: Taylor & Francis
- ISBN-10: 185617820X
- ISBN-13: 9781856178204
- Erscheinungsdatum: 01.10.2009
Sprache:
Englisch
Rezension zu „Destination Branding “
"With substantial investments being made by public and private sectors into destination brands it is only fitting that such an authoritative text be published. This comprehensive text should be on the reading list of all people directly and indirectly involved in destination marketing." Ian Macfarlane, B. Com., MBA, M. Phil, Chief Executive Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand "The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing." Francesco Frangialli, Secretary-General of the World Tourism Organisation
Kommentar zu "Destination Branding"
0 Gebrauchte Artikel zu „Destination Branding“
Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
---|
Schreiben Sie einen Kommentar zu "Destination Branding".
Kommentar verfassen