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| DESTINATION BRANDING REVISED 2ND EDITION
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Creating the unique destination proposition
To order this title, and for more information, click here
Second Edition
By
Nigel Morgan, University of Wales Institute, Cardiff, UK
Annette Pritchard, University of Wales Institute, Cardiff, UK
Roger Pride, Marketing Director at the Wales Tourist Board.
Description
'The first edition of this book really put destination branding on the map. Now, this second edition brings together some of the
world's leading destination branding experts in a collection which represents the cutting edge of this exciting area of destination marketing.'
Francesco
Frangialli, Secretary-General of the World Tourism Organisation
?This comprehensive text should be on the reading
list of all people directly and indirectly involved in destination marketing,'
Ian Macfarlane, B.COM., MBA, M. Phil, Chief Executive
Officer Gold Coast Tourism Bureau, Formally GM: Marketing, Tourism New Zealand.
Today, destination branding is one of
the hottest topics amongst place marketing professionals and politicians. Many destinations – from individual cities to entire countries – are adopting branding strategies similar to those of leading household brand names in an effort to differentiate themselves and to
emotionally connect with potential tourists.
By focusing on a range of global case studies, Destination Branding:
Creating the unique destination proposition, revised second edition, demonstrates how destinations – big and small – can successfully
harness the power of branding.
Now with a companion website at www.elsevierdirect.com/ 9781856178204 offering extra case
studies, discussion questions and further reading.
This revised edition provides:
- Case studies authored
by brand consultants, destination marketers and academics, including Philip Kotler and Wally Olins and other destination branding experts.
- Global coverage with case studies and examples from the UK, Eastern Europe, the USA, New Zealand, Australia and Asia.
- Consideration of the web as a channel of place branding/promotion and of the roles of special events and media
and public relations in leveraging promotional activities.
Nigel Morgan is a Professor at the University
of Wales Institute, Cardiff, UK
Annette Pritchard is a Professor at the University of Wales Institute, Cardiff,
UK
Roger Pride is Director of Marketing, Welsh Assembly Government
Audience
Third year undergraduates and postgraduates studying sports tourism either as a degree or as a module as part of a more generic tourism
qualification. Tourism professionals, advertising/marketing agencies.
Contents
Introduction (Morgan, Pritchard, Pride); Branding the nation - the historical context (Olins); Nation brands and the value of 'provenance'(Anholt);
The country as a brand, product and beyond (Kotler, Gertner); Meeting the destination branding challenge(Morgan, Pritchard); The political
challenge: new Zealand's tourism organisations (Ryan, Zahra); Branding and national identity: central and eastern europe (Hall); The
internet challenge for destination marketing organisations (Palmer); The challenge of public relations financial accountability: USA
(Fall & Lubbers); A challenger brand: golf in wales (Pride); Brand shanghai: creating inner force (Gilmore); Western Australia: building
a state brand (Crockett, Wood); New Zealand and lord of the rings (Piggott, Morgan, Pritchard); Brand Louisiana: music & cuisine
(Slater); Brand Singapore: hub of 'new asia' (Seng Ooi); Brand Philadelphia: power of spotlight events (Smith); Developing Brand Australia
(Brown, Chalip, Jago, Mules); Index
| Bibliographic details |
Paperback, 352 pages, publication date: SEP-2009
ISBN-13: 978-1-85617-820-4
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 38.95
GBP 32.99
USD 54.95
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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Last update: 25 Nov 2009
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