Destination Marketing: Essentials - Brossura

Pike, Steven

Brossura

ISBN 10: 0750686499 ISBN 13: 9780750686495

Casa editrice: Routledge, 2008

Riassunto

The tourism market is fiercely competitive. No other market place has as many brands competing for attention, and yet only a handful of countries account for 75% of the world’s visitor arrivals. The other 200 or so are left to fight for a share of the remaining 25%. Therefore, destination marketers at city, state and national levels have arguably, a far more challenging role than other services or consumer goods marketers.

Destination Marketing: an integrated marketing communication approach focuses on the five core tenets of integrated marketing communications. These embody both the opportunities and challenges facing Destination Marketing Organisations (DMOs), and are: 1. Profitable customer relationships; 2. Enhancing stakeholder relationships; 3. Cross-functional processes; 4. Stimulating purposeful dialogue with customers; and 5. Generating message synergy

The author seeks to provide a rationale for DMOs; to develop a structure, roles and goals of DMOs; to examine the key challenges and constraints facing DMOs; to impart a destination branding process; to develop a philosophy of integrated marketing communications; to lead the emergence of visitor and stakeholder relationship management; and to set forth options for performance measurement.

Su questo libro

Informazioni sull'autore

Steven Pike is currently Senior Lecturer in the School of Advertising, Marketing and Public Relations at Queensland University of Technology in Brisbane, Australia.

Dettagli dell'edizione

• Editore: Routledge
• Data di pubblicazione: 2008
• Lingua: Inglese
• ISBN 10: 0750686499
• ISBN 13: 9780750686495
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 422
• Contatto del produttore: non disponibile
• Persona responsabile: Yeepin GmbH; 492000000000; sunshine12232@outlook.com; ; Alleestr.11; Kaiserslautern; Rheinland-Pfalz; 67655; Germania