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Title Details

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Title   Destination Branding Creating the Unique Destination Proposition 

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Author   MORGAN ET AL  ISBN   9781856178204  Add to shopping cart   
Publisher   Butterworth-Heinemann  Group   Commerce/Law View shopping cart
Binding   Paperback Category   Tourism  Terms and conditions
Edition   2R Type   Go back
Publication Year   2010 
Subject    
Stock Status   Not currently in stock - contact store for availability 
Order Status   Not currently on order 
Synopsis In today's highly competitive market, many destinations - from individual resorts to countries - are adopting branding techniques similar to those used by 'Coca Cola', 'Nike' and 'Sony' in an effort to differentiate their identities and to emphasize the uniqueness of their product. By focusing on a range of global case studies, "Destination Branding" demonstrates that the adoption of a highly targeted, consumer research-based, multi-agency 'mood branding' initiative leads to success every time. It includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins. It offers more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia. It considers the web as a channel of place branding/promotion and its effects on the industry.

Featured in the October 2009 Business Books newsletter.
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