Tourism marketing for cities and towns [electronic resource] : using branding and events to attract tourism / Bonita M. Kolb.
By: Kolb, Bonita M.Material type: BookPublisher: Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, c2006Description: xvi, 310 p.ISBN: 9780080460758 (e-book : PDF).Subject(s): City promotion | Tourism -- MarketingGenre/Form: Electronic books.Additional physical formats: No titleOnline resources: Click here to view Also available in print edition.
Includes bibliographical references and index.
1. Tourism to cities and towns -- 2. Marketing theory and the external environment -- 3. Tourism product analysis -- 4. Strategic analysis -- 5. Segmenting and targeting potential tourists -- 6. Tourist purchase behavior -- 7. Tourism research -- 8. Packaging the tourism product -- 9. Branding tourism destinations -- 10. Advertising and public relations -- 11. Sales incentives, direct marketing, and website development -- 12. Trade promotion, budgeting, and collaboration.
Also available in print edition.
Mode of access: World Wide Web.