Items related to Destination Marketing
Synopsis
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.
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About the Author
Steven Pike is currently Senior Lecturer in the School of Advertising, Marketing and Public Relations at Queensland University of Technology in Brisbane, Australia.
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Destination Marketing
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Destination Marketing: Essentials
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Destination Marketing : An Integrated Marketing Communication Approach
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Destination Marketing: An Integrated Marketing Communication Approach
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Destination Marketing: An Integrated Marketing Communication Approach
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Destination Marketing: An Integrated Marketing Communication Approach
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Taylor & Francis 22.02.2008, 2008
ISBN 10: 0750686499
ISBN 13: 9780750686495
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Condition: Gut - gebraucht. Taschenbuch 406 S. Guter Zustand, ohne Namenseintrag 2008 Zustand: 3, Gut - gebraucht, Taschenbuch Taylor & Francis , 2008-02-22 406 S. , Destination Marketing: An Integrated Marketing Communication Approach, Pike, Steven. Seller Inventory # BU270306
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