Tourism Marketing: In the Age of the Consumer offers a fresh and contemporary approach as an introductory textbook on tourism marketing. Six major themes along with the traditional core marketing principles are blended together.
Tourism Marketing: In the Age of the Consumer offers a fresh and contemporary approach as an introductory textbook on tourism marketing. Six major themes along with the traditional core marketing principles are blended together.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Alastair M. Morrison, Ph.D., is Research Professor in Marketing, Events and Tourism at the Greenwich Business School, University of Greenwich, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA, specialising in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings and is the author of six books on tourism marketing and development, including Marketing and Managing Tourism Destinations, 2nd edition (Routledge, 2019) and World Tourism Cities (Routledge, 2022). Prof. Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).
Inhaltsangabe
PART I: THE CONSUMER. 1. The consumer is first in tourism marketing. 2. Consumer behaviour in tourism. 3. Market and marketing research. 4. Customer relationship management. 5. Consumer use of social media. PART II: THE STRATEGY. 6. Social responsibility and ethical tourism. 7. Market segmentation. 8. Positioning, image and branding. 9. Marketing plan and marketing mix. PART III: THE IMPLEMENTATION. 10. Marketing communications. 11. Technology and e-marketing. 12. Tourism distribution channels. PART IV: THE TOURISM PRODUCT. 13. Product development and innovation. 14. Events and their development and marketing. 15. Regional development, marketing and partnerships. Part V: THE EVALUATION OF TOURISM MARKETING. 16. Marketing performance measurement
PART I: THE CONSUMER. 1. The consumer is first in tourism marketing. 2. Consumer behaviour in tourism. 3. Market and marketing research. 4. Customer relationship management. 5. Consumer use of social media. PART II: THE STRATEGY. 6. Social responsibility and ethical tourism. 7. Market segmentation. 8. Positioning, image and branding. 9. Marketing plan and marketing mix. PART III: THE IMPLEMENTATION. 10. Marketing communications. 11. Technology and e-marketing. 12. Tourism distribution channels. PART IV: THE TOURISM PRODUCT. 13. Product development and innovation. 14. Events and their development and marketing. 15. Regional development, marketing and partnerships. Part V: THE EVALUATION OF TOURISM MARKETING. 16. Marketing performance measurement
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