عنوان

Destination branding :

0750659696

9780750659697

b726770

Destination branding :

[Book]

creating the unique destination proposition /

edited by Nigel Morgan and Annette Pritchard, University of Wales Institute, Cardiff, Roger Pride, Wales Tourist Board.

Second edition.

Burlington, MA :

Elsevier Butterworth-Heinemann,

2004.

©2004

xx, 314 pages :

illustrations, maps ;

24 cm

Includes bibliographical references and index.

Pt. 1. Destination branding in context -- 1. Introduction / Nigel Morgan, Annette Pritchard and Roger Pride -- 2. Branding the nation : the historical context / Wally Olins -- 3. Nation-brands and the value of provenance / Simon Anholt -- 4. Country as brand, product and beyond : a place marketing and brand management perspective / Philip Kotler and David Gertner -- Pt. 2. Destination branding challenges -- 5. Meeting the destination branding challenge / Nigel Morgan and Annette Pritchard -- 6. The political challenge : the case of New Zealand's tourism organizations / Chris Ryan and Anne Zahra -- 7. Branding and national identity : the case of Central and Eastern Europe / Derek Hall -- 8. The Internet challenge for destination marketing organizations / Adrian Palmer -- 9. The challenge of public relations financial accountability : the case of the USA / Lisa T. Fall and Charles A. Lubbers -- Pt. 3. Destination branding in practice -- 10. A challenger brand : Wales, golf as it should be / Roger Pride -- 11. Brand Shanghai : harnessing the inner force of people and place / Fiona Gilmore -- 12. Western Australia : building a state brand / Shane R. Crockett and Leiza J. Wood -- 13. New Zealand and The lord of the rings : leveraging public and media relations / Rachel Piggott, Nigel Morgan and Annette Pritchard -- 14. Brand Louisiana : capitalizing on music and cuisine / Jan Slater -- 15. Brand Singapore : the hub of 'New Asia' / Can Seng Ooi -- 16. Brand Philadelphia : the power of spotlight events / Michael F. Smith -- 17. Developing brand Australia : examining the role of events / Graham Brown, Laurence Chalip, Leo Jago and Trevor Mules.

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Using international case studies and a mixture of theory and practice, the authors of this study show how branding techniques, as employed by companies like Coca Cola, can be successfully adapted to the tourist market.

Branding (Marketing)

Place marketing.

Tourism.

Tourisme.

Branding (Marketing)

Destination touristique.

Place marketing.

Tourism.

Tourisme.

640.2

715.506

Morgan, Nigel

Pride, Roger

Pritchard, Annette

20201213221332.0

rda

[Book]

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