Brands can be one of a company's most valuable intangible assets and a lever to generate value. As a source of added value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides, it is necessary to propose a brand management strategy....

PART I TOWARDS A COMPETITIVE EDGE -- HOPES AND CASTLES IN THE AIR -- LET’S JUST MAKE THE CHANGE IF ONLY WE KNEW HOW -- TOWARDS THE BASICS OF THE COMPETITIVE EDGE TOOLKIT -- PART II FIND YOUR MARKET ORIENTED COMPETITIVE ADVANTAGE -- WHAT IS A COMPETITIVE ADVANTAGE -- SET OF TOOLKITS -- FINDING...

Part I: Website Communication -- Part II: Social Media & User Generated Contents -- Part III: Online Travel Reviews -- Part IV: Mobile Systems & Pervasive Communication -- Part V: Semantic Technology & Recommender Systems -- Part VI: Augmented Realty and Virtual Realty -- Part VII: eLearning &...

The proceedings of the conference ENTER - International Conference on Information and Communication Technologies in Tourism - provide a valuable forum for researchers and practitioners to discuss their ideas and perspectives regarding the nature and role of tourism and information technology in...