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Urban Destination Marketing in Contemporary Europe by John Heeley
Urban Destination Marketing in Contemporary Europe by John Heeley
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Urban Destination Marketing in Contemporary Europe

Uniting Theory and Practice
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Description

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.

Author Biography:

John Heeley runs his own business advising destination marketing organisations, universities and local government on the subject of urban destination marketing. He is also a visiting fellow at Sheffield Hallam University, where he teaches destination marketing and is developing associated industry links and research.
Release date NZ
February 15th, 2015
Author
Audience
  • Professional & Vocational
Pages
192
Dimensions
156x234x10
ISBN-13
9781845414924
Product ID
22868085

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