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" Destination marketing : "
Steven Pike.
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BL
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| Record Number
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962642
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| Doc. No
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b717012
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| Main Entry
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Pike, Steven
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| Title & Author
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Destination marketing : : an integrated marketing communication approach /\ Steven Pike.
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| Edition Statement
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First edition.
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| Publication Statement
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Oxford, UK ;Burlington, MA :: Butterworth-Heinemann,, 2008.
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, ©2008
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| Page. NO
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xv, 406 pages :: illustrations ;; 25 cm
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| ISBN
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0750686499
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: 9780750686495
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| Bibliographies/Indexes
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Includes bibliographical references (pages 371-396) and index.
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| Contents
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The study of destination marketing -- Definitions -- Destination marketing organisations -- Organisation structure -- DMO funding -- The role of government -- DMO roles -- Marketing strategy development -- Marketing research -- Destination branding -- Destination image -- Market positioning -- Target markets -- Marketing communications -- Distribution -- Public relations -- Meetings marketing -- Disasters and crises -- Performance metrics.
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| Abstract
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"Travellers are spoilt by choice of available holiday destinations. In today's fiercely competitive tourism markets, destination competitiveness demands an effective marketing organisation. Two themes underpin Destination Marketing. The first is the challenges associated with promoting multi-attributed destinations in dynamic and heterogeneous markets and the second is the divide between tourism 'practitioners' and academics. Written by a former 'practitioner', Destination Marketing bridges industry and academia by synthesising a wealth of academic literature of practical value to DMOs."--Jacket.
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| Subject
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Place marketing.
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Tourism-- Marketing.
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Place marketing.
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Tourism-- Marketing.
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| Dewey Classification
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338.47910688
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| LC Classification
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G155.A1P544 2008
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