Marketing in travel and tourism:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford u.a.
Butterworth-Heinemann
1994
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 393 S. |
| ISBN: | 0750609737 |
Internformat
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| 100 | 1 | |a Middleton, Victor T. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing in travel and tourism |c Victor T. C. Middleton |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Oxford u.a. |b Butterworth-Heinemann |c 1994 | |
| 300 | |a XII, 393 S. | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | Foreword vii
Preface ix
Preface to the first edition x
Acknowledgements xiii
List of figures xiv
List of tables xv
Part One The Meaning of Marketing
in Travel and Tourism
1 Introducing travel and tourism 3
2 Introducing modern marketing:
the systematic thought process 13
3 Special characteristics of travel and
tourism requiring a marketing response:
managing demand 25
4 The changing business environment:
aspects of demand for travel and tourism 36
5 The changing business environment:
travel motivations and buyer behaviour 50
Part Two Understanding the
Marketing Mix in Travel and Tourism
6 The four Ps: focus of the marketing mix 63
7 Segmenting travel and tourism markets 71
8 Travel and tourism products:
product formulation 84
9 The role of price 94
Part Three Planning Strategy and
Tactics for Travel and Tourism
Marketing
10 Organization for marketing:
the role of marketing managers 107
11 Marketing research: the information
base for effective marketing 117
12 Marketing planning: strategy and
operations 129
13 Planning marketing operations and
tactics 139
14 Planning marketing campaigns:
budgeting and measuring performance 149
Contents
Part Four Using the Principal
Marketing Tools in Travel and Tourism
15 Advertising and public relations 163
16 Sales promotion and merchandising 178
17 Brochures and other printed materials 189
18 Distribution channels in travel and
tourism: creating access 200
19 Direct response marketing in travel and
tourism versus retail distribution 212
Part Five Applying Marketing in the
Travel and Tourism Industry
20 Marketing countries as tourism 227
destinations 244
21 Marketing visitor attractions 258
22 Marketing transport operations 273
23 Marketing accommodation
24 Marketing inclusive tours and product 290
packages
Part Six Case Histories of Marketing
Practice in Travel and Tourism
1 Marketing Canada to the US market 307
2 Marketing South Pacific Islands
to European countries ; ^ , 314
3 Marketing visitor attractions
Old Sturbridge Village, USA 322
4 Marketing visitor attractions Visions of
Japan 329
5 Marketing airlines British Airways
The World s Biggest Offer 337
6 Marketing short break products for UK
hotels Superbreaks Mini Holidays 343
7 Marketing IT products Thomson Sun
Hotels 351
Epilogue: Prospects for travel and tourism
marketing 359
References and select bibliography 377
Index 383
|
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| discipline | Wirtschaftswissenschaften |
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| spelling | Middleton, Victor T. Verfasser aut Marketing in travel and tourism Victor T. C. Middleton 2. ed. Oxford u.a. Butterworth-Heinemann 1994 XII, 393 S. txt rdacontent n rdamedia nc rdacarrier Tourism Marketing Tourismus (DE-588)4018406-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Tourismus (DE-588)4018406-7 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006660850&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Middleton, Victor T. Marketing in travel and tourism Tourism Marketing Tourismus (DE-588)4018406-7 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4018406-7 (DE-588)4037589-4 (DE-588)4143413-4 |
| title | Marketing in travel and tourism |
| title_auth | Marketing in travel and tourism |
| title_exact_search | Marketing in travel and tourism |
| title_full | Marketing in travel and tourism Victor T. C. Middleton |
| title_fullStr | Marketing in travel and tourism Victor T. C. Middleton |
| title_full_unstemmed | Marketing in travel and tourism Victor T. C. Middleton |
| title_short | Marketing in travel and tourism |
| title_sort | marketing in travel and tourism |
| topic | Tourism Marketing Tourismus (DE-588)4018406-7 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Tourism Marketing Tourismus Marketing Aufsatzsammlung |
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