Format:
Online Ressource (1500 KB, 392 S.)
Edition:
3. Aufl.
Edition:
Online-Ausg. 2011 Electronic reproduction; Mode of access: World Wide Web
ISBN:
0080969305
Content:
This is the long awaited new edition of this pioneering marketing textbook. When the first edition was published in 2001, destination branding became a marginal, niche topic. Thanks in part to this book, and the ongoing research of these authors, this is now a core subject for students and a key concern for tourism industry professionals. Many destinations - from individual cities to entire countries - are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to emotionally connect with potential tourists. By focusing on a range of global case studies, Destination Brandsdemonstrates how all destinations whether big or small can successfully harness the power of branding. 20 completely new chapters authored by brand consultants, destination marketers and academics, including Kotler and Olins and other leading destination branding experts. Case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and AsiaFurther consideration of the importance of online marketing and the roles of special events and media and public relations in leveraging promotional activities - including a London 2012 Olympic case studyFor the first time, supplementary material will be available online, including useful material for students, lecturers and industry professionals
Note:
Formerly CIP
,
Includes bibliographical references and index
,
New ed. of: Destination branding : creating the unique destination proposition. 2011
,
Part One: Destination Branding ConceptsThis first part of the collection foregrounds the key concepts in destination branding. It focuses on place image, branding and reputation management. This is expanded in the editors? introduction, which will be less of a summary of the contributions? chapters and more of a context-setting chapter in its own right than in previous editions. The introduction will also make clear that the book has a number of cross-cutting themes, namely: the role of tourism in the wider context of place branding; the key role of reputation management in destination branding; integration and the digital world. -- 1. Introduction: Tourism places, branding and reputation management, Nigel Morgan, Annette Pritchard and Roger Pride -- 2. Branding and the nation, Wally Olins -- 3.Competitive identity and brand management, Simon Anholt -- 4.A place marketing and brand management perspective revisited, Philip Kotler and David Gertner -- 5. The theory of country brand and product images, Eugene Jaffe and Israel Nebenzahl (Copenhagen Business School) -- Part Two: Destination Branding Challenges -- This part of the collection focuses on the 10 key challenges facing contemporary destination brand managers. Each chapter will be written by a leading expert in the area and will include specific examples to illustrate the chapter. The intention here, however, is not to provide case studies but to overview each concept. -- 6. The integration challenge, Roger Pride -- 7. The partnership challenge, Allan Fyall -- 8. The leadership challenge, Allen Malcolm -- 9. The people challenge, Eleri Jones -- 10. The digital challenge, Peter Varlow -- 11. The authenticity challenge, Soren Buhl Hornskov -- 12. The aesthetics challenge, Vesa Harmaakorpi, Kaarina Kari and Satu Parjanen -- 13. The accountability challenge: budgeting and evaluation, Lisa Fall -- 14. The ethical challenge, Keith Dinnie -- 15. The future challenge: scenario planning, Ian Yeoman -- Part Three:Destination Brand Management Cases -- This section provides detailed case studies illustrating the strategic concepts of part two. The case studies provide global coverage and range from city and regional and national branding initiatives. -- 16. Branding, stakeholders and integration: Nambia, Tom Buncle -- 17. Branding, nationhood and identity: Singapore, Can Seng Ooi -- 18. Branding and?new? destinations: Abu Dabi, Sheena Westwood -- 19. Branding and small cities: The USA, Bill Baker -- 20. Branding and landmark projects: Hong Kong and Macau, Cindia Lam -- 21. Branding and blogging: Wales, Roger Pride -- 22. Branding and sports events: Sydney, Adeliade and Melbourne. Ian MacFarlane -- 23. Branding and cultural events: Milan and Expo 2015, Manuela De Carlo and Silvia Cani -- 24. Branding and mega-events: London 2012 -- Tbc -- 25. Branding, risk and conflict: Northern Ireland, Michael Gould and Heather Skinner.
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Electronic reproduction; Mode of access: World Wide Web
Additional Edition:
ISBN 0080969313
Additional Edition:
ISBN 9780080969312
Additional Edition:
Erscheint auch als Druck-Ausgabe Destination Brands Managing Place Reputation
Language:
English
Subjects:
Economics
Keywords:
Tourismus
;
Marketing
URL:
Volltext
(An electronic book accessible through the World Wide Web; click for information)
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