Destination Marketing An Integrated Marketing Communication Approach

Name: Destination Marketing An Integrated Marketing Communication Approach
Price: 7.22 USD
Availability: InStock
ISBN: 9780750686495

ISBN-10: 0750686499

ISBN-13: 9780750686495

Edition: 2008

Authors: Steven Pike

List price: $61.95

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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…

Book details

List price: $61.95
Copyright year: 2008
Publisher: Routledge
Publication date: 7/12/2011
Binding: Paperback
Pages: 422
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 1.848




Study of 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



Marketing communications



Distribution



Public relations



Meetings marketing



Disasters and crises



Performance metrics


References


Index