Destination Marketing: An Integrated Marketing Communication Approach - Softcover

Pike, Steven

Softcover

ISBN 10: 0750686499 ISBN 13: 9780750686495

Verlag: Taylor & Francis, 2008

Inhaltsangabe

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

Über diesen Titel

Über die Autorin bzw. den Autor

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

Details zur Ausgabe

• Verlag: Taylor & Francis
• Erscheinungsdatum: 2008
• Sprache: Englisch
• ISBN 10: 0750686499
• ISBN 13: 9780750686495
• Einband: Taschenbuch
• Anzahl der Seiten: 400
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar