Год выпуска: 2008 Автор: Steven Pike Издательство: Butterworth-Heinemann Страниц: 424 ISBN: 978-0-7506-8649-5
Описание
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...
