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CROSS MARKETING IN SWISS TOURISM: MANUS MANUM LAVAT
CROSS MARKETING IN SWISS TOURISM: MANUS MANUM LAVAT
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Izdanje: SITCON 2015 - Singidunum International Tourism Conference
Apstrakt:
The paper sets out the role of cross-marketing in Swiss tourism. So far, theory and research have failed to provide the appropriate definition of this phenomenon. By applying a system model of brand antecedents and consequences, the authors reveal the widespread usage of Switzerland as a brand. Regarding the two detected images, it seems that the positioning of a brand is inconsistently applied. On the one hand, there is the modern image of Switzerland, including its openness and competitiveness within a highly developed environment and commonly known brands, such as Rolex, UBS, or Nestlé. On the other hand, there exists the fantasy image of Switzerland, including figures, such as Heidi and William Tell, reflecting a world, to put it mildly, which has nothing in common with reality. The authors conclude that Switzerland as a brand is positioned rather indistinctively.
Ključne reči: advertising,brand,cross-marketing,switzerland
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@article{article, author = {M. J. Kendzia and C. Steinmann}, title = {CROSS MARKETING IN SWISS TOURISM: MANUS MANUM LAVAT}, journal = {SITCON 2015 - Singidunum International Tourism Conference}, year = 2015, doi = {10.15308/sitcon-2015-29-33} }
RT Conference Proceedings A1 Michael J. Kendzia A1 Cary Steinmann T1 CROSS MARKETING IN SWISS TOURISM: MANUS MANUM LAVAT AD International Scientific Conference SITCON, Beograd, Srbija YR 2015 NO doi: 10.15308/sitcon-2015-29-33
M. J. Kendzia and C. Steinmann, CROSS MARKETING IN SWISS TOURISM: MANUS MANUM LAVAT, International Scientific Conference SITCON, 2015, doi:10.15308/sitcon-2015-29-33