[share_ebook] Destination Marketing: An Integrated Marketing Communication Approach

Product Details

• Paperback: 424 pages
• Publisher: Butterworth-Heinemann (January 11, 2008)
• Language: English
• ISBN-10: 0750686499
• ISBN-13: 978-0750686495

Book Description
The first textbook to explore the challenges facing destination marketers in this fiercely competitive environment - a must for all current and future tourism marketers. 

Product Description
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