Touchpoints: A Destination Marketer's Guide To Brand Evaluation And Enhancement

Touchpoints is a complete guide to evaluating and enhancing a destination's brand. The founding thesis for the book is that a brand is the sum of all the touchpoints an organization has with the outside world. The book begins with the foundational elements a destination marketer needs to understand and get in order prior to evaluating each touchpoint. These foundational elements include the customer experience, target personas, positioning, SWOT analysis, and others. Once these elements are in order, the book includes a guide to evaluating and creating a plan of action to improve each touchpoint of a destination's brand. These touchpoints include both controllable, and non-controllable. Each touchpoint section includes a worksheet that helps to establish the evaluation and plan of action to improve. By reading the book a destination marketer will have a holistic view of his/her destination's brand and a clear plan of action to improve. Both experienced destination marketers and new professionals alike will benefit from this book.
ASIN: B0863QDC1J
VSKU: BVV.B0863QDC1J.G
Condition: Good
Author/Artist:Stoker, Adam M|Sousa, Alex
Binding: Paperback
Note: Any images shown are stock photographs and product may differ from what is shown.
Condition Notes: The item shows wear from consistent use, but it remains in good condition and works perfectly. All pages and cover are intact including the dust cover, if applicable . Spine may show signs of wear. Pages may include limited notes and highlighting. May NOT include discs, access code or other supplemental materials.