Destination Branding, Second Edition : Creating the unique destination proposition Nigel Morgan

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Nigel Morgan - «Destination Branding, Second Edition : Creating the unique destination proposition»

О книге

Book DescriptionIn 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 successevery time.

* Includes five completely new chapters authored by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins.

* A more global coverage with new case studies and examples from the US, New Zealand, Australia and Asia.

* Considers the web as a channel of place branding/promotion and its effects on the industry Это и многое другое вы найдете в книге Destination Branding, Second Edition : Creating the unique destination proposition (Nigel Morgan)

Полное название книги Nigel Morgan Destination Branding, Second Edition : Creating the unique destination proposition
Автор Nigel Morgan
Ключевые слова разное
Категории Деловая литература, Маркетинг. Реклама
ISBN 750659696
Издательство
Год 2004
Название транслитом destination-branding-second-edition-creating-the-unique-destination-proposition-nigel-morgan
Название с ошибочной раскладкой destination branding, second edition : creating the unique destination proposition nigel morgan