 |
|
| MARKETING COMMUNICATIONS IN TOURISM AND HOSPITALITY
| |
| | |
|
|
Concepts, Strategies and Cases
To order this title, and for more information, click here
By
Scott McCabe, Lecturer in Tourism Management/Marketing, Nottingham University, UK
Description
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers,
coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies.
How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company's competitive
edge?
Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically
for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains,
it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical
guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and
tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a
management context.
This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource
for marketing practitioners in this growing area.
Audience
Level 2 and 3 undergraduates and postgraduates on hospitality management and tourism courses. Marketing, and therefore, marketing communications is a core part of such courses.
Contents
Positioning Marketing Communications for Tourism and Hospitality; Communications Theory and Applications; The Marketing Communications
Environment; Consumer Roles in Marketing Communications; Marketing Communications and Organisational Strategy; Segmentation, Targeting
and Positioning; Marketing Communications Planning; Advertising Strategies for Tourism and Hospitality; Other Communication Strategies;
Interactive and E-communications Issues and Strategies; Conclusions and Future Issues in Marketing Communications
| Bibliographic details |
Paperback, 320 pages, publication date: OCT-2008
ISBN-13: 978-0-7506-8277-0
ISBN-10: 0-7506-8277-9
Imprint: BUTTERWORTH HEINEMANN
|
| Price and Ordering |
Price:
EUR 33.95
USD 50.95
GBP 28.99
|  |
Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
|
See also information about conditions of sale & ordering procedures, and links to our regional sales offices.
|
076/716
Last update: 25 Nov 2009
|
|
| |
| | |
|
|
| |
Home | Elsevier Sites | Privacy Policy | Terms and Conditions | Feedback | Site Map | A Reed Elsevier Company