Marketing communications in tourism and hospitality : concepts, strategies and cases
How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company's competitive edge? This book discusses this vital discipline specifically for the tourism and hospitality industry. It explains and critiques the practice and theory...
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| Format: | Book |
| Language: | English |
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Amsterdam, Netherlands ; Boston, Massachusetts :
Butterworth-Heinemann ,
c2009
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| Series: | Hospitality, leisure, and tourism series
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Table of Contents:
- 1. Positioning marketing communications for tourism and hospitality
- 2. Communications theory and applications
- 3. The marketing communications environment
- 4. Consumer roles in marketing communications
- 5. Marketing communications and organisational strategy
- 6. Segmentation, targeting and positioning
- 7. Marketing communications planning
- 8. Advertising strategies for tourism and hospitality
- 9. Other communications strategies
- 10. Interactive and E-communications issues and strategies
- 11. Conclusions and future issues in marketing communications