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Marketing Australian travel and tourism : principles and practice

Author: John I Richardson
Publisher: Melbourne : Hospitality Press, 1996.
Edition/Format:   Print book : EnglishView all editions and formats
This book explains the principles and techniques of marketing in the context of Australian travel and tourism. It also describes how Australia's tourism companies plan and carry out their marketing operations. The book also recognises the breadth of the Australian travel and tourism industry, and the problems and opportunities their marketers face whether their operations are big or small.

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Additional Physical Format: Online version:
Richardson, John I. (John Ivor), 1931-
Marketing Australian travel and tourism.
Melbourne : Hospitality Press, 1996
Document Type: Book
All Authors / Contributors: John I Richardson
ISBN: 1862504628 9781862504622
OCLC Number: 37070958
Description: xi, 377 pages ; 25 cm
Contents: Part 1 Understanding the basics: the nature of travel and tourism marketing; further essential concepts. Part 2 Expoliting the competitive elements: the nature and effects of competition; cost advantage and pricing; product differentiation; segmentation and target marketing. Part 3 Working the system: distribution channels in travel and tourism; computerised systems; gathering information for marketing. Part 4 Using the tools of the trade: image, customer service and quality control; the promotional mix; planning. Part 5 Marketing by destination marketing organisations: missions and issues; the Commonwealth agencies; state and territory tourism organisations; conventional bureaus; tourism regions. Part 6 Marketing as it is practised in the private sector: travel companies; travel services companies; hospitality companies; attractions companies; convention and incentive companies; small businesses.
Responsibility: by John I. Richardson.


This work describes marketing principles and techniques in the context of Australian travel and tourism. It provides a broad picture of how Australian organizations, large or small, plan and carry  Read more...


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