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Urban Destination Marketing in Contemporary Europe : Uniting Theory and Practice download book

یکشنبه 28 تیر 1394 05:20 ب.ظ

نویسنده : Matthew Caruso

Urban Destination Marketing in Contemporary Europe : Uniting Theory and Practice by John Heeley

Urban Destination Marketing in Contemporary Europe : Uniting Theory and Practice
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Author: John Heeley
Page Count: 357 pages
Published Date: 15 Feb 2015
Publisher: Channel View Publications Ltd
Publication Country: Bristol, United Kingdom
Language: English
Format: eBook
ISBN: 9781845414924
File size: 27 Mb
Download Link: Urban Destination Marketing in Contemporary Europe Uniting Theory and Practice
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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.

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