Destination Branding Revised 2nd Edition - Brossura

Morgan, Nigel; Pritchard, Annette; Pride, Roger

Brossura

ISBN 10: 185617820X ISBN 13: 9781856178204

Casa editrice: Routledge, 2009

Riassunto

'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, 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.

Su questo libro

Recensione:

"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

Contenuti:

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 and 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

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 2009
• ISBN 10: 185617820X
• ISBN 13: 9781856178204
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 352