Destination marketing : an integrated marketing communication approach / Steven Pike.

By: Material type: TextTextPublication details: Pike : Amsderdam, 2008.Description: xv, 406 p.: ill; 25 cmContent type:
  • Text
Media type:
  • Unmediated
Carrier type:
  • Volume
ISBN:
  • 978-0-7506-8649-5
Subject(s): LOC classification:
  • 338.47910688 P63d
Contents:
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
Summary: "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
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Holdings
Item type Current library Call number Status Barcode
Books Books FEU - Cavite Higher Education HED Library 338.47910688 P63d (Browse shelf(Opens below)) Available HED3933

Includes references and index

English

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

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