Name: Destination Brands, Third Edition: Managing Place Reputation (en Inglés)
Price: 313692.00 COP
Availability: InStock
Author: Nigel Morgan
ISBN: 9780080969305

portada Destination Brands, Third Edition: Managing Place Reputation (en Inglés)

Destination Brands, Third Edition: Managing Place Reputation (en Inglés)

Formato

Libro Físico

Editorial

Butterworth Heinemann

Autor

Nigel Morgan

Año

2011

Idioma

Inglés

N° páginas

370

Encuadernación

Tapa Blanda

Peso

1.75

ISBN13

9780080969305

N° edición

Categorías

Ventas y marketing

Destination Brands, Third Edition: Managing Place Reputation (en Inglés)

Nigel Morgan (Autor) · Butterworth Heinemann · Tapa Blanda

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Reseña del libro "Destination Brands, Third Edition: Managing Place Reputation (en Inglés)"

This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making. . 25 completely new chapters authored by place brand consultants, destination marketers, diplomats, designers and academics, including Anholt, Kotler, Olins and other leading authorities. Truly global coverage, with new case studies and examples from Europe, the Americas, Africa, the Middle East and Asia-Pacific. Consideration of contemporary issues surrounding place reputation management, such as the importance of digital platforms, social networking, and media and public relations