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The international marketing of travel and tourism : a strategic approach

Author: B้cherel, Lionel. ; François Vellas; Lionel Bécherel
Publisher: Basingstoke : Macmillan, 1999.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Tourism marketing has long been considered as a branch of traditional marketing. This book examines the changes shaping the international marketing of tourism and travel.
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Document Type: Book
All Authors / Contributors: B้cherel, Lionel. ; François Vellas; Lionel Bécherel
ISBN: 0333717589 9780333717585 0333717597 9780333717592 0312225970 9780312225971
OCLC Number: 59432771
Description: xxi, 329 pages : illustrations ; 25 cm
Contents: The marketing concept and international tourism marketing / Lionel Bécherel and François Vellas --
Strategic analysis and strategy formulation / Lionel Bécherel --
The impact of technology on tourism marketing, e-commerce and database marketing / Philip Alford --
'Green' strategies in the tourism and hospitality industries / Dimitrios Diamantis and Adele Ladkin --
The influence of human resources on tourism marketing / Edith Szivas --
Managing the service encounter : consistent high-quality delivery through 'internal marketing' / Gemma McGrath --
Strategic marketing of tourism destinations / Richard Batchelor --
Strategic marketing in the hospitality sector / Tim Knowles --
Strategic marketing in the air transport sector / François Vellas --
Strategic marketing in the tour operator sector / Tim Knowles and Peter Grabowski --
Strategic marketing in the travel agent sector / J Enrique Bigné and Luisa Andreu --
A word of conclusion / Lionel Bécherel and François Vellas.
Responsibility: François Vellas and Lionel Bécherel.

Abstract:

Tourism marketing has gone through fundamental changes. The pursuit of strategies based on global alliances, the breakdown of commercial borders and new technology have all facilitated tourism's  Read more...

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'...a good introductory overview of the subject matter.' - Paul Wilkinson, Annals of Tourism Research 'The editors have succeeded in presenting a collection of contributions that illustrate how far Read more...

 
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