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Media strategies for marketing places in crisis : improving the image of cities, countries and tourist destinations

Media strategies for marketing places in crisis : improving the image of cities, countries and tourist destinations (2회 대출)

자료유형
단행본
개인저자
Avraham, Eli. Ketter, Eran.
서명 / 저자사항
Media strategies for marketing places in crisis : improving the image of cities, countries and tourist destinations / Eli Avraham and Eran Ketter.
발행사항
Burlington, MA :   Butterworth-Heinemann ,   2008.  
형태사항
xiv, 231 p. ; 26 cm.
ISBN
9780750684521
서지주기
Includes bibliographical references and index.
일반주제명
Tourism -- Marketing. Place marketing. Advertising media planning.
000 00887namuu2200253 a 4500
001 000045579676
005 20100311174938
008 080221s2008 mau b 001 0 eng
020 ▼a 9780750684521
035 ▼a (KERIS)BIB000011237800
040 ▼a 211052 ▼c 211052 ▼d 211009
082 0 4 ▼a 338.4791 ▼2 22
090 ▼a 338.4791 ▼b A963m
100 1 ▼a Avraham, Eli.
245 1 0 ▼a Media strategies for marketing places in crisis : ▼b improving the image of cities, countries and tourist destinations / ▼c Eli Avraham and Eran Ketter.
260 ▼a Burlington, MA : ▼b Butterworth-Heinemann , ▼c 2008.
300 ▼a xiv, 231 p. ; ▼c 26 cm.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Tourism -- Marketing.
650 0 ▼a Place marketing.
650 0 ▼a Advertising media planning.
700 1 ▼a Ketter, Eran.
945 ▼a KLPA

소장정보

No. 소장처 청구기호 등록번호 도서상태 반납예정일 예약 서비스
No. 1 소장처 중앙도서관/서고6층/ 청구기호 338.4791 A963m 등록번호 111570618 도서상태 대출가능 반납예정일 예약 서비스 B M

컨텐츠정보

목차

Part One: 1. Summary of existing knowledge in place image, the techniques and strategies used for place promotion, and the field of image crisis.2. Introduction to place marketing and offers definitions, ways to measure the effects of public relations and advertising campaign, and reasons why places try to change their images. 3-6. Discussion on 'place image' (kinds of image, measuring the image, different factors affecting a place's image); the stages of campaign building (factors involved; managing the image; developing the place's vision; branding and positioning; the place's logo, slogan and landmark; SWOT analysis; the various techniques used to deliver messages, including PR, advertising, promoting and marketing); crisis communications and crisis management. This part of the book is based on the strategic approach to public relations, stating that a change of image is ongoing, holistic, interactive and wide scaled, requiring much more than a quick change of logo or slogan.Part Two: 7. Presentation of 20 strategies used by cities, countries, tourist destination all over the world in order to improve their negative image8-12. The 'Crisis? What Crisis?' approach (ignoring the crisis); employing a counter-message; acknowledging the negative image; geographic isolation strategy; spinning liabilities into assets; changing name, logo or slogan, hosting opinion leaders, hosting spotlight events; ridiculing the stereotype; patriotism and nationalism, changing the campaign's target audience; changing reality in order to solve the crisis; using movies, television shows and magazines; using celebrities; branding the place counter to the stereotype, association with prestigious places/brands; decreasing the crisis's effect. Conclusion: 13. Introduction of a wide scale model, illustrating the proper choice of a strategy in altering an unflattering public image. The model was developed in order to give quick and user-friendly answers to local decision makers faced with dilemmas concerning issues such as image crisis, changing a place's image and media relations. For example, the concluding model answers questions such as whether one should use different media strategies during different phases of the crisis, when is one strategy better than anther, the limitations of media usage, the relations between a change in reality and changes in image, how place stereotypes can be changed, how the social and political environment affects the choice of strategies, how damage to an image can be downsized, and many more.


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