Destination marketing : an integrated marketing communication approach /
Pike, Steven
Destination marketing : an integrated marketing communication approach / Steven Pike. - Pike : Amsderdam, 2008. - xv, 406 p.: ill. 25 cm.
Includes references and index
Prologue; Destination marketing; Definitions; Destination marketing organisations; Organisation structure; DMO funding; The role of government; DMO roles; Marketing strategy development; Marketing research; Destination branding; Destination image; Market positioning; Target markets; Marcom; Distribution; PR; Meetings marketing; Disasters and crises; Performance metrics
"Travellers are spoilt by choice of available holiday destinations. In today`s fiercely competitive tourism markets, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets and the second is the divide between tourism `practitioners` and academics. Written by a former `practitioner`, Destination Marketing bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs."--BOOK JACKET
English
978-0-7506-8649-5
Place marketing
Tourism--Marketing
338.47910688 P63d
Destination marketing : an integrated marketing communication approach / Steven Pike. - Pike : Amsderdam, 2008. - xv, 406 p.: ill. 25 cm.
Includes references and index
Prologue; Destination marketing; Definitions; Destination marketing organisations; Organisation structure; DMO funding; The role of government; DMO roles; Marketing strategy development; Marketing research; Destination branding; Destination image; Market positioning; Target markets; Marcom; Distribution; PR; Meetings marketing; Disasters and crises; Performance metrics
"Travellers are spoilt by choice of available holiday destinations. In today`s fiercely competitive tourism markets, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets and the second is the divide between tourism `practitioners` and academics. Written by a former `practitioner`, Destination Marketing bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs."--BOOK JACKET
English
978-0-7506-8649-5
Place marketing
Tourism--Marketing
338.47910688 P63d