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In this chapter, we describe the rise and fall of Germany’s Neuer Markt from its promising start to its ultimate failure. We show that the Neuer Markt was designed to serve the special needs of small and medium sized growth firms. However, some regulatory flaws, insufficient means to enforce the rules, the IPO frenzy and the bursting of the stock market bubble destroyed its reputation beyond recovery. The closing of the Neuer Markt and the rebranding and restructuring of the entire Frankfurt stock market indicate the seriousness of the crisis of German public equity markets.

This chapter explores the concept of branding in a contemporary competitive arena of places. The multi-dimensional interpretations of places offer a variety of possibilities to better understand the true essence of destination branding. One of the common interpretations of places is through the study of their images, as destination branding requires a thorough understanding of destination image. The important foundation and relation of destination image are specified and explained. The notion of destination branding has evolved from the fields of marketing and urban studies and has become a cross-disciplinary research area. Thus, the researchers explain that destination branding as well as ‘place branding’ are dynamic concepts that are being continuously being explored in academia for the benefit of practitioners in travel and tourism. This chapter suggests that the use of brand equity is also one of the frontier areas of study in ‘place branding’ as it emphasises the need to thematise destinations (e.g. for their historical heritage, cultural value, natural attractions, etc.) and places for residence (e.g. as green cities, creative cities, smart cities, etc.).

This chapter demonstrates that despite an unfavorable disciplinary climate for new academic subjects in France, tourism found its place in the French geographical scene almost 40 years ago. The first part traces the history of tourism in French geography until the epistemological turn due to the research laboratory MIT in the mid-1990s. It also focuses on the absence of knowledge of the Anglo-American literature and of multidisciplinarity in French research on tourism. The second part focuses on the valorization of tourism geography research in France, emphasizing the development of multidisciplinarity since the early 2000s, including the creation of a multi-disciplinary tourism laboratory and two journals. The chapter concludes reflecting on the possibility of a science of tourism.

Segmentation is an important marketing concept that identifies and analyzes different needs and wants of buyers as well as their buying behavior. Two different perspectives on how buyers and potential customers should be approached have emerged over the last two decades: the transactional perspective and the relational perspective. The two approaches differ in their overall understanding of the customer and how to address the customer. The two approaches therefore hold different implications for how segmentation should take place and how markets should be monitored.

“Country-collectors” (CCs) are defined here as international leisure travelers who have visited 6 +  countries within the five most recent calendar years primarily to pursue leisure activities. The study here contributes by offering an early workbench model of antecedents, paths, and outcomes of country-collectors’ evaluations and behavior toward countries as place-brands competing for such visitors. This study reports findings from a large-scale omnibus survey in three large Japanese cities (total n = 1,200). Key findings support the model and the following conclusions. Generally, country-collectors represent a small share of a nation’s adult population (less than 5%) but over 40% of the total leisure trips abroad; country-collectors are classifiable into distinct sub-segments according to the country place-brands that they visit; CC sub-segments, less frequent international leisure travelers, and stay-in-country travelers and non-travelers each offer unique assessments of competing countries as place-brands. National place-brand strategists planning a marketing campaign to influence a given nation’s residents to visit a specific destination (e.g., persuading Japanese nationals to visit the United States) may increase the campaign’s effectiveness by using this workbench model. The study offers a blueprint of how to appraise strengths and weaknesses of competing national place-brands among realized and potential visitors in specific national markets.

Strategy Question: How do I better understand the make-up of my overall market?

Summary: Assuming that the market has been properly sized, it is important to also spend similar effort to define segments and size these appropriately. This tool basically mirrors the approach of the Bottom-up Market Sizing Tool. At this stage, emphasis turns to breaking the overall market into actionable segments. Two to three iterations again are common to improve accuracy. The tool output casts the segments as a rectangular graphic, made up of one column for each segment. Segment width is representative of its size relative to the other segments. The width of all segment columns, added together, ties back and equals the overall size of the markets. The result provides guidelines for determining strategic market segments and niches, and how to best position the firm within those segments.

It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

The objective of this chapter is to identify the key characteristics of Global Services businesses that will thrive and achieve success in the future. These factors are integrated into three main pillars, which we refer to as the Triple-Win. The first and most obvious pillar is technology as a tool. The second pillar is the design and sustainability of the business model, without which the previous factor would be merely a cost and not an investment. And last but not the least, there is the purpose which gives meaning to the proposal, focusing on the human being and their environment. The DIDPAGA business model sits at the intersection of these three elements.