Accounting, Marketing, Consumer Industries, Industries - General & Miscellaneous, Management & Leadership
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Overview
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.
Audience: Tourism professionals, advertising/marketing agencies. Third year undergraduate students and postgraduate students of tourism and tourism marketing.
Book Details
Published
July 29, 2004
Publisher
Routledge
Format
Paperback
ISBN
9780080477206