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Item Details
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| Title:
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DESTINATION BRANDING
CREATING THE UNIQUE DESTINATION PROPOSITION |
| By: |
Nigel Morgan, Annette Pritchard, Roger Pride |
| Format: |
Paperback |
| List price:
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£31.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0750659696 |
| ISBN 13: |
9780750659697 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
26 June, 2004 |
| Edition: |
2nd Revised edition |
| Pages: |
336 |
| Description: |
By focusing on a range of global case studies, this title demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time. It includes five chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins. |
| Synopsis: |
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. It includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins. There is more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia. It considers the web as a channel of place branding/promotion and its effects on the industry. |
| Illustrations: |
Illustrations |
| Publication: |
UK |
| Imprint: |
Butterworth-Heinemann Ltd |
| Returns: |
Non-returnable |
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