Marketing in Travel and Tourism
Butterworth-Heinemann Ltd (Verlag)
978-0-7506-4471-6 (ISBN)
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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. International examples and case studies drawn from recent practice in several countries are used throughout the text. Case studies emphasising the role of ICT include: Microburners, Travel Inn (budget hotels), RCI Europe, the Balearic Islands, and ICT and the role of the Internet in international NTO strategies. With its comprehensive content and user friendly style, "Marketing in Travel and Tourism, Third 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. It explains the concepts and principles of marketing.
It makes extensive use of case histories and examples. It is a classic work of reference.
After a career starting with Procter & Gamble, followed by the British Tourist Authority and the University of Surrey, Victor Middleton has been an independent management consultant, academic and author since 1984. He has a wide portfolio of international interests in travel and tourism, in marketing, research and sustainability. Over the years he has worked in many parts of the world and holds appointments as Visiting Professor at Oxford Brookes University and the University of Central Lancashire. He is a founder fellow (1977) and former chairman of the UK Tourism Society. A well known author, Victor Middleton has written several books and over one hundred articles and reports.
The meaning of marketing in travel and tourism; Understanding the marketing mix in travel and tourism; Planning strategy and tactics for travel and tourism marketing; Using the principal marketing tools in travel and tourism; Applying marketing in the travel and tourism industry; Case studies of marketing practice in travel and tourism; Epilogue: prospects for travel and tourism marketing.
| Erscheint lt. Verlag | 27.4.2001 |
|---|---|
| Überarbeitung | Jackie R. Clarke |
| Zusatzinfo | Illustrated |
| Verlagsort | Oxford |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Gewicht | 990 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7506-4471-0 / 0750644710 |
| ISBN-13 | 978-0-7506-4471-6 / 9780750644716 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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