Destination Marketing
Seiten
2015
Routledge (Verlag)
978-1-138-17064-3 (ISBN)
Routledge (Verlag)
978-1-138-17064-3 (ISBN)
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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.
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.
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
| Erscheint lt. Verlag | 28.8.2015 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 190 x 240 mm |
| Gewicht | 953 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-138-17064-X / 113817064X |
| ISBN-13 | 978-1-138-17064-3 / 9781138170643 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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