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Place branding has made it possible for international destinations
to be able to compete within the global economy. Through the
promotion of different cities, natural beauty, and local culture or
heritage, many regions have been able to increase their revenue and
international appeal by attracting tourists and investments. Global
Place Branding Campaigns across Cities, Regions, and Nations
provides international insights into marketing strategies and
techniques being employed to promote global tourism,
competitiveness, and exploration. Featuring case studies and
emergent research on place branding, as well as issues and
challenges faced by destinations around the world, this book is
ideally suited for professionals, researchers, policy makers,
practitioners, and students.
Drawing the attention of tourists to different destinations around
the world assists in the overall economic health of the targeted
region by increasing revenue and attracting investment
opportunities, as well as increasing cultural awareness of the
area's population. Strategic Branding Methodologies and Theory for
Tourist Attraction investigates international perspectives and
promotional strategies in the topic area of place branding.
Highlighting theoretical concepts and marketing techniques being
utilized in the endorsement of various destinations, regions, and
cities around the world, this publication is a pivotal reference
source for researchers, practitioners, policy makers, students, and
professionals.
Marketing is arguably amidst a paradigm shift. With the emerging
value co-creation perspective, a single transaction can blossom to
a process in which the customer and the marketer collaborate
(rather than negotiate) for best total value through products,
features, delivery terms, maintenance, and financing options for
both B2B as well as B2C markets. Marketers increasingly need to
develop and maintain long-term, win-win relationships that extend
beyond customers, such as those with distributors, dealers,
suppliers, competitors and other external influencers. Business
executives, marketing students, and those who are interested in
learning about the transformative power of relationship marketing
and CRM analytics in the business enterprise would highly benefit
from reading this book.
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