Destination branding : creating the unique destination proposition
著者
書誌事項
Destination branding : creating the unique destination proposition
Butterworth-Heinemann, 2010
Rev. 2nd ed
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注記
Includes bibliographical references and index
"Revised second edition published 2010"--T.p. verso
内容説明・目次
内容説明
'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.
Now with a companion website at www.elsevierdirect.com/ 9781856178204 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.
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
目次
- Introduction (Morgan, Pritchard, Pride)
- Branding the nation - the historical context (Olins)
- Nation brands and the value of 'provenance'(Anholt)
- The country as a brand, product and beyond (Kotler, Gertner)
- Meeting the destination branding challenge(Morgan, Pritchard)
- The political challenge: New Zealand's tourism organisations (Ryan, Zahra)
- Branding and national identity: central and eastern Europe (Hall)
- The internet challenge for destination marketing organisations (Palmer)
- The challenge of public relations financial accountability: USA (Fall & Lubbers)
- A challenger brand: golf in Wales (Pride)
- Brand Shanghai: creating inner force (Gilmore)
- Western Australia: building a state brand (Crockett, Wood)
- New Zealand and Lord of the Rings (Piggott, Morgan, Pritchard)
- Brand Louisiana: music & cuisine (Slater)
- Brand Singapore: hub of 'new Asia' (Seng Ooi)
- Brand Philadelphia: power of spotlight events (Smith)
- Developing Brand Australia (Brown, Chalip, Jago, Mules)
- Index
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