Product Description 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. - The only textbook to examine Destination Marketing Organizations - Directly links academic theory with industry practice, illustrated with up to the minute international case studies and examples - Provides a clear framework for designing, implementing and monitoring a competitive strategy based on Integrated Marketing Communications Product Details Paperback: 424 pages Publisher: Butterworth-Heinemann (March 25, 2008) Language: English ISBN-10: 9780750686495 ISBN-13: 978-0750686495 ASIN: 0750686499 Product Dimensions: 9.7 x 7.4 x 1 inches
Phần bên dưới chỉ hiển thị một số trang ngẫu nhiên trong tài liệu. Bạn tải về để xem được bản đầy đủ
GỢI Ý
Những tài liệu gần giống với tài liệu bạn đang xem
Destination Marketing An Integrated Marketing Communication Approach Product Description 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 topdf Đăng bởi xuantt2006
5 stars -
201598 reviews
Thông tin tài liệu
423 trang
Đăng bởi: xuantt2006 -
21/01/2025
Ngôn ngữ: Việt nam, English
5 stars -
"Tài liệu tốt"
by khotrithucso.com,
Written on
21/01/2025
Tôi thấy tài liệu này rất chất lượng, đã giúp ích cho tôi rất nhiều. Chia sẻ thông tin với tôi nếu bạn quan tâm đến tài liệu: Destination Marketing An Integrated Marketing Communication Approach