Destination Branding
(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
38.93 €
19 DeutschlandCard Punkte
sammeln
- Lastschrift, Kreditkarte, Paypal, Rechnung
- Kostenlose Rücksendung
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, Destination Branding demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time.
* Includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins.* A more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia. * Considers the web as a channel of place branding/promotion and its effects on the industry
* Includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins.* A more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia. * Considers the web as a channel of place branding/promotion and its effects on the industry
Inhaltsverzeichnis zu „Destination Branding “
Introduction (Morgan, Pritchard, Pride); Branding the nation - the historical context (Olins); Nation brands and the value of 'provenance'(Anholt); The country as a brand, product and beyond (Kotler, Gertner); Meeting the destination branding challenge(Morgan, Pritchard); The political challenge: new Zealand's tourism organisations (Ryan, Zahra); Branding and national identity: central and eastern europe (Hall); The internet challenge for destination marketing organisations (Palmer); The challenge of public relations financial accountability: USA (Fall & Lubbers); A challenger brand: golf in wales (Pride); Brand shanghai: creating inner force (Gilmore); Western Australia: building a state brand (Crockett, Wood); New Zealand and lord of the rings (Piggott, Morgan, Pritchard); Brand Louisiana: music & cuisine (Slater); Brand Singapore: hub of 'new asia' (Seng Ooi); Brand Philadelphia: power of spotlight events (Smith); Developing Brand Australia (Brown, Chalip, Jago, Mules); Index
Autoren-Porträt von Nigel Morgan, Annette Pritchard, Roger Pride
By Dr. Nigel Morgan, Annette Pritchard and Mr. Roger Pride
Bibliographische Angaben
- Autoren: Nigel Morgan , Annette Pritchard , Roger Pride
- 2004, Maße: 16,7 x 23,2 cm, Kartoniert (TB), Englisch
- Verlag: Elsevier LTD, Oxford
- ISBN-10: 0750659696
- ISBN-13: 9780750659697
Sprache:
Englisch
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