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Marketing in travel and tourism

Author: Victor T C Middleton; Jackie Clarke
Publisher: Oxford ; Boston : Butterworth-Heinemann, 2001.
Series: MyiLibrary.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:
Now in its third edition, the best-selling text, Marketing in Travel and Tourism, explains the principles and practice of marketing as they are increasingly being applied in the global travel and tourism industry. Building on the success of previous editions, the authors have completely revised the text to reflect the changes in the travel and tourism industry in the 21st century.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Victor T C Middleton; Jackie Clarke
ISBN: 0750644710 9780750644716
OCLC Number: 43634200
Description: xxii, 487 pages : illustrations ; 25 cm
Contents: pt. 1. Meaning of Marketing in Travel and Tourism --
1. Introducing travel and tourism --
2. Introducing marketing: the systematic thought process --
3. special characteristics of travel and tourism marketing --
4. dynamic business environment: factors influencing demand for tourism --
5. dynamic business environment: individual motivations and buyer behaviour --
pt. 2. Understanding the Marketing Mix in Travel and Tourism --
6. marketing mix for tourism services --
7. Market segmentation for travel and tourism markets --
8. Product formulation in tourism --
9. role of price in the marketing mix --
pt. 3. Planning Strategy and Tactics for Travel and Tourism Marketing --
10. Information and communications technology and tourism marketing --
11. Marketing research: the information base for effective marketing --
12. Planning marketing strategy --
13. Planning marketing tactics --
14. Planning marketing campaigns: budgeting and measuring performance --
pt. 4. Using the Principal Marketing Tools in Travel and Tourism --
15. Advertising and public relations --
16. Sales promotion, merchandising and personal selling --
17. Brochures, other print and electronic information --
18. Distribution channels in travel and tourism: creating access --
19. Direct marketing --
pt. 5. Applying Marketing in the Travel and Tourism Industry --
20. Marketing countries as tourism destinations --
21. Marketing visitor attractions --
22. Marketing passenger transport --
23. Marketing accommodation --
24. Marketing inclusive tours and product packages --
pt. 6. Case Studies of Marketing Practice in Travel and Tourism --
1. Travel Inn: a strategy for market development, market leadership and branding in the budget hotel sector --
2. Longlands at Cartmel: an innovative Internet marketing strategy for a pioneering micro-business --
3. RCI Europe: marketing for a timeshare exchange company.
Series Title: MyiLibrary.
Responsibility: Victor T.C. Middleton with Jackie Clarke.
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Abstract:

Explains the principles and practice of marketing as they are applied in the global travel and tourism industry. This work reflects the changes in the travel and tourism industry in the 21st century.  Read more...

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"Marketing theory is an evolving body of knowledge, as much art as science, repaying continuous re-evaluation. Above all it is a learning process that daily redefines the leading edge of business Read more...

 
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