Destination marketing [electronic resource] : an integrated marketing communication approach / Steven Pike.
By: Pike, Steven [author.]
.
Publisher: Amsterdam ; London : Butterworth-Heinemann, 2008Description: xv, 406 p. : ill.ISBN: 9780080568935 (e-book).Subject(s): Place marketing | Tourism -- Marketing | Travel and Tourism | Sales & marketing | Hospitality & service industriesGenre/Form: Electronic books.Online resources: View this item online Also available in printed form ISBN 9780750686495Summary: 'Destination Marketing' provides a clear framework for designing, implementing and monitoring a competitive strategy based on integrated marketing communications. 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 synergyThe 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.
| Item type | Current library | Call number | Status | Notes | Date due | Barcode | |
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e-book
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Digital Library Digital Library Browns ebook | 338.479 EBOOK (Browse shelf(Opens below)) | Not for loan | Use your City Account login details. | 3230222780 |
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| 338.479 EBOOK Tourism and hospitality in the 21st century | 338.479 EBOOK Olympic tourism | 338.479 EBOOK Managing visitor attractions. | 338.479 EBOOK Destination marketing an integrated marketing communication approach / | 338.479 EBOOK Tourism impacts, planning and management | 338.479 EBOOK Ecotourism impacts, potentials and possibilities / | 338.479 EBOOK Sports tourism participants, policy and providers / |
Includes bibliographical references (p. 371-396) and index.
'Destination Marketing' provides a clear framework for designing, implementing and monitoring a competitive strategy based on integrated marketing communications. 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 synergyThe 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.
Also available in printed form ISBN 9780750686495
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
