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Marketing in Travel and Tourism aims to guide and support readers through the complexities of tourism marketing in the 21st Century. It sets out clear explanations of marketing principles and concepts adapted from mainstream services marketing, and goes on to illustrate the range of applications currently practised in the modern visitor economy.

Now in its fourth edition, and reprinted almost every year since 1988, each chapter of the book has been updated to include current evaluations of all the key developments in marketing, especially consumer centricmarketing and the now focal role of the Internet in the marketing mix. The chapters on communicating with cutomers have been extensively rewritten to take account of e-marketing and related marketing developments in tourism that are pulled together in a forward looking Epilogue.

This fully revised edition includes:

Full colour interior with pedagogic features such as discussion questions and exercises to encourage further exploration of key areas New material on the role of e-marketing, motivations and consumer behaviour Five in-depth international case studies, including Tourism New Zealand and Agra Indian World Heritage Site, along with 17 mini cases to contextualise learning A companion website for students and lecturers which includes PowerPoint slides and review questions to aid teaching and learning

Marketing in Travel and Tourismprovides a truly international and comprehensive guide to marketing in the global travel industry, an indispensible text for all students and lecturers.

Tabla de contenidos provista por Syndetics

• 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 demand for tourism
• Understanding the Consumer and the Marketing Mix in Travel and Tourism: Understanding the consumer, tourism motivations and buyer behaviour
• Market segmentation for travel and tourism markets
• Product formulation in travel and tourism
• The evolving marketing mix for tourism services
• Planning Strategy and Tactics for Travel and Tourism Marketing: Marketing research in travel and tourism
• Planning marketing strategy
• Marketing planning: the process
• Planning marketing campaigns: budgeting and measuring performance
• Communicating with and Influencing consumers: The growth and role of information and communications technology and the rise of the dominant consumer
• E-marketing: the effective use of ITC
• Distribution channels in travel and tourism: creating access
• Integrating the promotional and communications mix
• Brochures, print and other non-electronic information
• Applying Marketing in the Main Sectors of Travel and Tourism: Marketing countries as tourism destinations
• Marketing accommodation
• Marketing passenger transport
• Marketing visitor attractions
• Marketing inclusive tours and product packages
• Case Studies of Marketing Practice in Travel and Tourism: Tourism New Zealand
• YOTEL
• Agra - Indian World Heritage Site
• Travelodge
• Alistair Sawday Guides

Notas de autor provistas por Syndetics

Victor T.C. Middleton, Independent Management Consultant; Visiting Professor, Oxford Brookes Univeristy and University of Central Lancashire, UK Alan Fyall, Reader in Tourism Management in the International Centre for Tourism & Hospitality Research and Deputy Dean Research and Enterprise in the School of Services Management, Bournmouth University, UK. Mike Morgan, Senior lecturer in Leisure and Tourism Marketing and program leader for MA European Tourism Management, Bournmouth University, UK. Ashok Ranchhod, BSc, MBA, PHd., Faculty Research Professor, Southampton Business School, UK, FCIM, Senior Examiner for the Strategic Marketing in Practice module and Visiting Professor at Napier University, Southampton University, University of Angers (France) and MICA (India).