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To order this title, and for more information, click here
Fourth Edition
By
Victor T.C. Middleton, Independent Management Consultant; Visiting Professor, Oxford Brookes University and University of Central Lancashire, UK
Alan Fyall, Reader in Tourism Management in the International Centre for Tourism & Hospitality Research, and Head of Research for the School of Services Management at Bournemouth University, UK
Mike Morgan, Senior lecturer in Leisure and Tourism Marketing and program leader for MA European Tourism Management, Bournemouth University, UK
Ashok Ranchhod, BSc., MSc., MBA, PhD., FCIM, Senior Examiner for the Strategic Marketing in Practice module; Faculty Research Professor, Southampton Business School, UK
Description
With its comprehensive content and user friendly style, Marketing in Travel and Tourism fourth edition takes the reader from an initial
definition of the subject matter through to the application of marketing in the travel and tourism industry, discussing crucial components
such as planning strategy and the marketing mix, making it an indispensable text for both students and practitioners alike.
Reflecting
its intenrational coverage, the content and numerous illustrations throughout are chosen for their worldwide applications. Specific
case studies include destination marketing in New Zealand, the cruise market in the USA and the effects of the internet on consumer bahaviour
globally.
Audience
Intro level text for tourism mamangment degrees (mostly first year level and also HND level students). Also those on generic marketing degrees studying tourism as an option.
Contents
The Meaning of Marketing in Travel and Tourism:Introducing travel and tourism; Introducing marketing: the systematic thought process;
The special characteristics of travel and tourism marketing; The dynamic business environment factors influencing international demand
for tourism; Understanding the Consumer and the Marketing Mix in Travel and Tourism: Tourism motivations and buyer behaviour; Understanding
the consumer/CRM; The evolving marketing mix for tourism services; Market Segmentation for travel and tourism markets; Product formulation
in tourism: co-branding and co-marketing; Planning Strategy and Tactics for Travel and Tourism Marketing; Marketing research in travel
and tourism; Planning marketing strategy; Planning marketing tactics; Planning marketing campaigns, budgeting and evaluating marketing
performance; Communicating with and influencing the customer; E-Marketing in 21st century travel and tourism; The growth and role of
information and communications technology; The Internet as primary channel for consumer access, distribution and direct marketing; Advertising
and sales promotion; Brochures and other printed materials; E-marketing: the focus for 21st century tourism marketing; Applying Marketing
in the Travel and Tourism Industry: Marketing destinations; Marketing accommodation; Marketing passenger transport; Marketing attractions;
Inclusive tours and product packages; Case Studies of Marketing Practice in Travel and Tourism; Epilogue: Prospects for travel and tourism
marketing; References and select bibliography; Index
| Bibliographic details |
e-Book, 512 pages, publication date: MAR-2009
ISBN-13: 978-0-08-094295-7
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
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USD 52.95
GBP 29.99
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Last update: 3 Oct 2009
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