Madrid : WTO : ETC, 2014.

xxv, 410 p.; 29 cm.

ISBN 978-92-844-1574-8.

Incluye referencias bibliográficas.

Contenido: Introduction -- Strategy and planning -- Destination brands-Competitive identity ane E-markenting -- Content -- Websites -- Domain names -- The social web -- Search engine optimization -- E-mail marketing -- Mobile tourism -- B2C E-commerce for destinations -- Paid media advertising -- Interactive and smart television-Increased interactivity and convergence of services and media -- Customer relationship management -- E-marketing activities to support the tourism suppliers in the destination -- Supporting the travel trade in source markets -- PR and media relations -- Raising income from E-marketing services -- Measurement and evaluation -- Web social analytics -- Crisis management and communications -- Legal framework for E-marketing activities -- Annex. Sources for market research and intelligence.