Marketing for tourism
著者
書誌事項
Marketing for tourism
Pitman, c1992
2nd ed.
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注記
Bibliography:p248-249
内容説明・目次
内容説明
The second edition of this text provides an introduction to the theory and practice of marketing in the travel and tourism industry. Each chapter provides a theoretical framework with examples taken from current practice, chapter objectives and assignments. The book covers all aspects of the marketing mix in relation to the tourism industry which includes planning, research, communications, advertising, distribution and public relations. It has additional case studies section with more than 6 cases drawn from all aspects of the industry from marketing tourist attractions to survival of a travel agent and there are clear objectives and additional lengthier assignments for students at all levels. It is aimed at students taking the BTEC National in Travel & Tourism and the new HND in Travel & Tourism.
目次
- The marketing perspective
- marketing planning
- marketing research and its applications in tourism
- the tourist market
- tourism product policy
- pricing the product
- marketing communications
- the distribution system
- tourism advertising
- the travel brochure
- sales promotion for travel and tourism
- direct marketing - theory and practice
- public relations and its use in the tourism industry
- marketing control
- case studies.
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