Destination Marketing An Integrated Marketing Communication Approach

Destination Marketing An Integrated Marketing Communication Approach

Destination Marketing: An Integrated Marketing Communication Approach
Butterworth-Heinemann | 2008-01-11 | ISBN: 0750686499 | 424 pages | PDF | 8 MB
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
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