Tourism and hospitality marketing a global perspective
. With over 70 global case studies and vignettes, this textbook covers all the key marketing principles applied to tourism and hospitality, showing how these concepts work in practice and demonstrating the diverse range of tourism and hospitality products on offer. Chapters are packed with pedagogic...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Los Angeles ; London :
SAGE
2008.
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| Colección: | EBSCO Academic eBook Collection Complete.
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| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b31440538*spi |
Tabla de Contenidos:
- COVER; CONTENTS; PREFACE; Geographical Index of Cases; 1 THE GLOBAL TOURISM MARKETING ENVIRONMENT; 2 CONSUMER BEHAVIOUR; 3 DEVELOPING A MARKETING PLAN; 4 MARKETING RESEARCH; 5 THE TOURISM AND HOSPITALITY PRODUCT; 6 PRICING; 7 DISTRIBUTION; 8 MARKETING COMMUNICATIONS: THE ROLE OF ADVERTISING AND SALES PROMOTIONS; 9 MARKETING COMMUNICATIONS: PUBLIC RELATIONS, PERSONAL SELLING, DIRECT MARKETING, AND WORD OF MOUTH; 10 INTERNET MARKETING; 11 PROVIDING SERVICE QUALITY THROUGH INTERNAL MARKETING; 12 DESTINATION MARKETING; 13 CONTEMPORARY ISSUES IN TOURISM AND HOSPITALITY MARKETING; INDEX; CREDITS;
