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Title: Disappointing
Review: There's an old Texan saying " All hat and no cattle". That's how I felt after reading this book. Who is the book written for? If you are an academic, there is too little empirical data. If you are a destination marketing professsional, there is hardly anything you can gain from reading this book. If you are a student, its too shallow. Nearly all chapters start out with a definition of branding by some marketing authority. Very repetitive. Philip Kotler's contribution on chapter 5 is OK, but outdated. Not one of his best. Better to get a book about branding. Chapter 5 does provide some value, as does the case study on Western Australia Chapter 12. Hence the two stars. Jim Kayalar is a Certified Management Consultant with the Institute of Management Consultants USA (IMC-USA) with 20 plus years of experience in a myriad of industries. Jim Kayalar is the managing director and founder of Business Tune Up.
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