Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Cross marketing in swiss tourism : manus manum lavat
Authors: Kendzia, Michael Jan
Steinmann, Cary
DOI: 10.15308/sitcon-2015-29-33
Proceedings: SITCON Singidunum international tourism conference 2015 : tourism destination competitiveness : book of proceedings
Pages: 29
Pages to: 33
Conference details: Singidunum International Tourism Conference, Belgrad, Serbia, 25 September 2015
Issue Date: 2015
Publisher / Ed. Institution: Singidunum University
Publisher / Ed. Institution: Belgrad
Language: English
Subjects: Tourism; Cross marketing; Switzerland; Advertising; Brand
Subject (DDC): 658.8: Marketing management
Abstract: 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 NestlĂ©. 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.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: International Management Institute (IMI)
Appears in collections:Publikationen School of Management and Law

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