Destination branding
Theory and research
The topic of destination branding has attracted academic interest only recently and the field remains in its infancy. Therefore, the aim of the book is to clarify the dilemma observed at conceptual and empirical levels concerning recent research findings in the area. Stemming from the main branding concepts and specific characteristics of a destination, the book introduces a two- dimensional approach to destination branding. Such proposed approach integrates brand identity and equity and enables different destination stakeholders to be included in the process. Theoretical concepts are empirically verified on the exami…
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Produktdetails
- ISBN: 978-3-8383-5459-0
- EAN: 9783838354590
- Produktnummer: 36354079
- Verlag: LAP Lambert Academic Publishing
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 292 S.
- Masse: H22.0 cm x B15.0 cm x D1.8 cm 453 g
- Abbildungen: Paperback
- Gewicht: 453
Über den Autor
Maja Konecnik Ruzzier, PH.D.: Assistant professor at Faculty of Economics, University of Ljubljana. Teaching: marketing (and its application to tourism and destination), branding. Research: destination branding, branding. Consultancy: participation in many brand management projects, including the development of country brand I feel Slovenia.
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