✦ LIBER ✦

A Conceptual Model: Multisensory Marketing and Destination Branding

✍ Scribed by Pawaskar, Pinky; Goel, Mridula

Book ID: 125797627
Publisher: Elsevier
Year: 2014
Tongue: English
Weight: 361 KB
Volume: 11
Category: Article
ISSN: 2212-5671
DOI: 10.1016/S2212-5671(14)00194-4

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Purpose -The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach -This paper is based on a review of the literature and takes a case study approach. The paper sug