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Destination Branding By Nigel Morgan, Annette Pritchard
560.00 EGP

Destination Branding By Nigel Morgan, Annette Pritchard

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560.00 EGP 

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Category Type
Business Strategy
ISBN
9781856178204
Author
Nigel Morgan, Annette Pritchard
Publisher
Butterworth-heinemann
Description:

'The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing' - Francesco Frangialli, Secretary-General of the World Tourism Organisation. 'This comprehensive text should be on the ...

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PRODUCT INFORMATION

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    Specifications

    Category Type
    Business Strategy
    ISBN
    9781856178204
    Item EAN
    2724460140387
    People
    Author
    Nigel Morgan, Annette Pritchard
    People
    Publisher
    Butterworth-heinemann
    Category Type
    Business Strategy
    ISBN
    9781856178204
    Item EAN
    2724460140387
    People
    Author
    Nigel Morgan, Annette Pritchard
    People
    Publisher
    Butterworth-heinemann
    Technical Information
    Binding
    Paperback
    Languages and countries
    Book Language
    English
    Read more
  •  

    Description:

    'The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing' - Francesco Frangialli,

    'The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing' - Francesco Frangialli, Secretary-General of the World Tourism Organisation. 'This comprehensive text should be on the reading list of all people directly and indirectly involved in destination marketing' - Ian Macfarlane, B.COM., MBA, M. Phil, Chief Executive Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand. Today, destination branding is one of the hottest topics amongst place marketing professionals and politicians. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists.By focusing on a range of global case studies, "Destination Branding: Creating the Unique Destination Proposition, Revised Second Edition", demonstrates how destinations - big and small - can successfully harness the power of branding. It features a companion website offering extra case studies, discussion questions and further reading. This revised edition provides: case studies authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other destination branding experts; global coverage with case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia; and, consideration of the web as a channel of place branding/promotion and of the roles of special events and media and public relations in leveraging promotional activities. Nigel Morgan is a Professor at the University of Wales Institute, Cardiff, UK Annette Pritchard is a Professor at the University of Wales Institute, Cardiff, UK. Roger Pride is Director of Marketing, Welsh Assembly Government.

    • Author:Nigel Morgan, Annette Pritchard
    • Puplisher:Butterworth-Heinemann
    • ISBN:9781856178204
 

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