| 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 |
| Page(s): | 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 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. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/14676 |
| 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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Kendzia, M. J., & Steinmann, C. (2015). Cross marketing in swiss tourism : manus manum lavat [Conference paper]. SITCON Singidunum International Tourism Conference 2015 : Tourism Destination Competitiveness : Book of Proceedings, 29–33. https://doi.org/10.15308/sitcon-2015-29-33
Kendzia, M.J. and Steinmann, C. (2015) ‘Cross marketing in swiss tourism : manus manum lavat’, in SITCON Singidunum international tourism conference 2015 : tourism destination competitiveness : book of proceedings. Belgrad: Singidunum University, pp. 29–33. Available at: https://doi.org/10.15308/sitcon-2015-29-33.
M. J. Kendzia and C. Steinmann, “Cross marketing in swiss tourism : manus manum lavat,” in SITCON Singidunum international tourism conference 2015 : tourism destination competitiveness : book of proceedings, 2015, pp. 29–33. doi: 10.15308/sitcon-2015-29-33.
KENDZIA, Michael Jan und Cary STEINMANN, 2015. Cross marketing in swiss tourism : manus manum lavat. In: SITCON Singidunum international tourism conference 2015 : tourism destination competitiveness : book of proceedings. Conference paper. Belgrad: Singidunum University. 2015. S. 29–33
Kendzia, Michael Jan, and Cary Steinmann. 2015. “Cross Marketing in Swiss Tourism : Manus Manum Lavat.” Conference paper. In SITCON Singidunum International Tourism Conference 2015 : Tourism Destination Competitiveness : Book of Proceedings, 29–33. Belgrad: Singidunum University. https://doi.org/10.15308/sitcon-2015-29-33.
Kendzia, Michael Jan, and Cary Steinmann. “Cross Marketing in Swiss Tourism : Manus Manum Lavat.” SITCON Singidunum International Tourism Conference 2015 : Tourism Destination Competitiveness : Book of Proceedings, Singidunum University, 2015, pp. 29–33, https://doi.org/10.15308/sitcon-2015-29-33.
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