Destination Branding: Creating the Unique Destination Proposition - Couverture souple

Morgan, Nigel; Pritchard, Annette; Pride, Roger

 
9780750659697: Destination Branding: Creating the Unique Destination Proposition
Couverture souple
ISBN 10 : 0750659696 ISBN 13 : 9780750659697
Editeur : Butterworth-Heinemann Ltd, 2004

Synopsis

In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, "Destination Branding" demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time. It includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins. There is more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia. It considers the web as a channel of place branding/promotion and its effects on the industry.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

By Dr. Nigel Morgan, Annette Pritchard and Mr. Roger Pride

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Butterworth-Heinemann Ltd
Date d'édition
2004
Langue
anglais
ISBN 10 
0750659696
ISBN 13 
9780750659697
Reliure
Broché
Numéro d'édition
2
Nombre de pages
336
Coordonnées du fabricant
non disponible
Personne responsable
non disponible