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By:Steven Pike
Published on 2012-08-06 by Routledge



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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.

This Book was ranked at 38 by Google Books for keyword Marketing.

Book ID of Destination Marketing's Books is AOONiWaLmXcC, Book which was written bySteven Pikehave ETAG "ogdlDGEJkp0"

Book which was published by Routledge since 2012-08-06 have ISBNs, ISBN 13 Code is 9781136002656 and ISBN 10 Code is 1136002650

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Book which have "424 Pages" is Printed at BOOK under CategoryBusiness and Economics

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