How to Attract Investments, Industries, Residents and Visitors to Cities, Communities, Regions and Nations in Europe
Aimed at tourism agencies, students of tourism and local government agencies, this book explains how to adopt a strategic marketing plan that will enable places to adapt and conquer the ever-evolving world marketplace.
Aimed at tourism agencies, students of tourism and local government agencies, this book explains how to adopt a strategic marketing plan that will enable places to adapt and conquer the ever-evolving world marketplace.
Principles of Marketing, Third European Edition provides an introduction to modern marketing. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world.
Finding competitive advantage and differentiating the marketing offer, global marketing, the impact of a united Europe in 1992, service marketing strategy, integrated direct marketing and database marketing, and geodemographic segmentation ...
Designing Missions, Building Audiences, Generating Revenue and Resources
This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to Define the exchange process between a museum's offerings and consumer value Differentiate a museum and communicate its unique value in a competitive marketplace Find, create, and retain consumers and convert visitors to members and members to volunteers and donors Plan strategically and maximize marketing's value Achieve financial stability Develop a consumer-centered museum
Illustrated with a trove of rich cases of model museum practices around the world, this book is a must-read to all museum management and boards." —YORAM (JERRY) WIND, The Lauder Professor and professor of marketing, the Wharton School, ...
