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Branding in tourism

Tourism marketing and management handbook: 23-26

Branding in tourism

Branding is a very important decision for firms in the tourist industry. The development of brand name over time can offer the firm a competitive edge, but the firm needs to plan and effectively execute branding decisions to ensure this benefit. Integration of the branding decisions into the marketing mix programme can result in considerable synergistic effects.

Accession: 001767311

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