圖書標籤: 商業 分類市場研究
发表于2024-11-13
Destination Marketing: An Integrated Marketing Communication Approach pdf epub mobi txt 電子書 下載 2024
The tourism market is fiercely competitive. No other market place has as many brands competing for attention, and yet only a handful of countries account for 75% of the world’s visitor arrivals. The other 200 or so are left to fight for a share of the remaining 25%. Therefore, destination marketers at city, state and national levels have arguably, a far more challenging role than other services or consumer goods marketers.
Destination Marketing: an integrated marketing communication approach focuses on the five core tenets of integrated marketing communications. These embody both the opportunities and challenges facing Destination Marketing Organisations (DMOs), and are: 1. Profitable customer relationships; 2. Enhancing stakeholder relationships; 3. Cross-functional processes; 4. Stimulating purposeful dialogue with customers; and 5. Generating message synergy
The author seeks to provide a rationale for DMOs; to develop a structure, roles and goals of DMOs; to examine the key challenges and constraints facing DMOs; to impart a destination branding process; to develop a philosophy of integrated marketing communications; to lead the emergence of visitor and stakeholder relationship management; and to set forth options for performance measurement.
- The only textbook to examine Destination Marketing Organizations
- Directly links academic theory with industry practice, illustrated with up to the minute international case studies and examples
- Provides a clear framework for designing, implementing and monitoring a competitive strategy based on Integrated Marketing Communications
太學術,尤其對一個DMO來說,實際因素太多,實踐纔是關鍵啊!難怪旅遊業內一直的問題:學術與實踐太脫節。。。大部分還是因為做實踐的人太缺少科學基礎吧?
評分太學術,尤其對一個DMO來說,實際因素太多,實踐纔是關鍵啊!難怪旅遊業內一直的問題:學術與實踐太脫節。。。大部分還是因為做實踐的人太缺少科學基礎吧?
評分太學術,尤其對一個DMO來說,實際因素太多,實踐纔是關鍵啊!難怪旅遊業內一直的問題:學術與實踐太脫節。。。大部分還是因為做實踐的人太缺少科學基礎吧?
評分太學術,尤其對一個DMO來說,實際因素太多,實踐纔是關鍵啊!難怪旅遊業內一直的問題:學術與實踐太脫節。。。大部分還是因為做實踐的人太缺少科學基礎吧?
評分太學術,尤其對一個DMO來說,實際因素太多,實踐纔是關鍵啊!難怪旅遊業內一直的問題:學術與實踐太脫節。。。大部分還是因為做實踐的人太缺少科學基礎吧?
評分
評分
評分
評分
Destination Marketing: An Integrated Marketing Communication Approach pdf epub mobi txt 電子書 下載 2024