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Marketing communications in tourism and hospitality = concepts, strategies and cases /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Marketing communications in tourism and hospitality/ Scott McCabe.
其他題名:	concepts, strategies and cases /
其他題名:	Marketing communications in tourism & hospitality
作者:	McCabe, Scott.
出版者:	Amsterdam ;Butterworth-Heinemann, : 2009.,
面頁冊數:	xx, 300 p. :ill. ; : 25 cm.;
標題:	Hospitality industry - Marketing. -
電子資源:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780750682770

Marketing communications in tourism and hospitality = concepts, strategies and cases /
McCabe, Scott.

Marketing communications in tourism and hospitalityconcepts, strategies and cases /[electronic resource] :Marketing communications in tourism & hospitalityScott McCabe. - 1st ed. - Amsterdam ;Butterworth-Heinemann,2009. - xx, 300 p. :ill. ;25 cm. - Hospitality, leisure, and tourism. - Hospitality, leisure, and tourism series..

Includes bibliographical references and index.

Positioning Marketing Communications for Tourism and Hospitality; Communications Theory and Applications; The Marketing Communications Environment; Consumer Roles in Marketing Communications; Marketing Communications and Organisational Strategy; Segmentation, Targeting and Positioning; Marketing Communications Planning; Advertising Strategies for Tourism and Hospitality; Other Communication Strategies; Interactive and E-communications Issues and Strategies; Conclusions and Future Issues in Marketing Communications.

The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company's competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area. . Aids understanding of how marketing practice specifically relates to the business of hospitality and tourism. . Provides a clear overview of the underlying theories of communication to help develop skills and contribute to effective marketing. . Uses detailed and extensive international case studies, to illustrate the theories and show good practice.

Electronic reproduction.
Amsterdam :
Elsevier Science & Technology,
2009.

Mode of access: World Wide Web.

ISBN: 9780750682770

Source: 135158:135293Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

96867
Hospitality industry
--Marketing.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: TX911.3.M3 / M33 2009

Dewey Class. No.: 910.688

Marketing communications in tourism and hospitality = concepts, strategies and cases /
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505 0 $a Positioning Marketing Communications for Tourism and Hospitality; Communications Theory and Applications; The Marketing Communications Environment; Consumer Roles in Marketing Communications; Marketing Communications and Organisational Strategy; Segmentation, Targeting and Positioning; Marketing Communications Planning; Advertising Strategies for Tourism and Hospitality; Other Communication Strategies; Interactive and E-communications Issues and Strategies; Conclusions and Future Issues in Marketing Communications.
505 0 $a Positioning marketing communications for tourism and hospitality -- Communications theory and applications -- The marketing communications environment -- Consumer roles in marketing communications -- Marketing communications and organisational strategy -- Segmentation, targeting and positioning -- Marketing communications planning -- Advertising strategies for tourism and hospitality -- Other communications strategies -- Interactive and E-communications issues and strategies -- Conclusions and future issues in marketing communications.
520 $a The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company's competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area. . Aids understanding of how marketing practice specifically relates to the business of hospitality and tourism. . Provides a clear overview of the underlying theories of communication to help develop skills and contribute to effective marketing. . Uses detailed and extensive international case studies, to illustrate the theories and show good practice.
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