Análisis de los activos del valor de marca turística: diferenciación, gestión de imagen, calidad percibida, fidelización,el marketing de viva voz y la comunicación integrada

This article is the result of a personnal reflexion and concern derived from our tourist brands (Spain and Madrid). Herewith the assets which buildt the tourist brand value are expounded: the differentiation, the quality perception, the loyalty focus on customer satisfaction, the mouth marketing and... Deskribapen osoa

Egile nagusia: Gómez Álvarez, Almudena
Formatua: Artikulua
Hizkuntza: Gaztelania
Argitaratua: Real Centro Universitario Escorial-María Cristina 2007
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Laburpena: This article is the result of a personnal reflexion and concern derived from our tourist brands (Spain and Madrid). Herewith the assets which buildt the tourist brand value are expounded: the differentiation, the quality perception, the loyalty focus on customer satisfaction, the mouth marketing and the integrated communication.