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Urban Destination Marketing in Contemporary Europe
ISBN-13:
9781845414955
Veröffentl:
2015
Seiten:
200
Autor:
John Heeley
Serie:
66, Aspects of Tourism
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:
This book aims to unite theory and practice in the field of destination marketing. It attempts to reconcile the gap between the academic literature on urban destination marketing and the manner in which it is actually undertaken by destination marketing organisations (DMOs). While analysing and critically assessing the current destination marketing paradigm, the author outlines the basis for a paradigm change. The new theory accommodates the anomalies and counter-instances associated with the existing paradigm and addresses the question of what in the future might best underpin urban DMO marketing operations. The book contains 21 in-depth interviews with senior DMO executives to allow practitioners to describe in their own words how they conduct their destination marketing activities.
List of Figures and TablesAcknowledgementsForewordPreface: Bradford, 1980-2014Chapter 1: IntroductionChapter 2: The Practitioners: Profiling the Ubiquitous DMOChapter 3: Urban Destination Marketing OperationsChapter 4: A Critique of the Theory of Marketing Competitive AdvantageChapter 5: Towards a New 'Middle-Range' Theory: The Dynamics of Urban Destination MarketingEpilogue: Coventry, Millennium Eve 1999References
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