Brands help to build sustained relationships with the consumers. Strong brands lend endurance and
permanence to an organization and protect it from the market turbulence and uncertainties. Given its
strategic role, the selected chapters examine and develop a critical understanding of the processes involved
in building and managing brands for gaining long-term sustainable competitive advantage. The
book provides an insight into the world of sustainable and competitive branding through thirteen chapters
divided into four sections.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies.
Effective tourism managers who are able and willing to apply appropriate
management techniques are increasingly needed. They should
possess an understanding of the specialised management functions
such as financial management, human resource management, as well
as an appreciation of the structure, economics, and historical development
of the tourism industry.
Chapters 1 through 3 focus on the concept of CRM. Chapter
1 defines what CRM means in today’s business environment
and why only organizations with clear and effective CRM strategies
are destined for long-term success. Chapter 2 introduces
the Customer Service/Sales Profile model, a brand new tool for
understanding the dynamic relationship between stand-alone
service transactions, repeat customers, and the creation of wonderful
customer advocates who love to spread the good word
about you and your products and services.
Destinations offer an amalgam of tourism products and services, which are consumed under the
brand name of the destination. Leiper (1995, p.87) explains that destinations are places towards
which people travel and where they choose to stay for a while in order to experience certain
features or characteristics-a perceived attraction of some sort. Cooper et al (1998) define
destinations as the focus of facilities and services designed to meet the needs of the tourists.
Finally certain destinations are branded unique-exotic-exclusive as they are regarded to offer a
unique and precious experience. As a result, these destinations are promoted as “one-in-a-life-
time” experience and they are promoted premium prices. Examples include Bhutan, Mauritius, and
Seychelles. In some destinations, there are several mechanisms controlling the number of visitors,
often through managing their transportation and accommodating capacity or immigration
procedures and visa allowances.
With the adoption of sustainable tourism approach tourism and travel industry will be brought to a leading position for leveraging rates of employment and regional development and it will be ensured that Turkey becomes a world brand in tourism and a major destination in the list of the top five countries receiving the highest number of tourist and highest tourism revenues by 2023.