Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases

ISBN-13: 9781138472853 / Angielski / Twarda / 2017

Scott McCabe

Opis

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 in relation to this industry.

Spis treści

Chapter 1 Positioning Marketing Communications for Tourism and Hospitality, Scott McCabe; Part 1 Part 1, Scott McCabe; Chapter 2 Communications Theory and Applications, Scott McCabe; Chapter 3 The Marketing Communications Environment, Scott McCabe; Chapter 4 Consumer Roles in Marketing Communications, Scott McCabe; Part 2 Part 2, Scott McCabe; Chapter 5 Marketing Communications and Organisational Strategy, Scott McCabe; Chapter 6 Segmentation, Targeting and Positioning, Scott McCabe; Chapter 7 Marketing Communications Planning, Scott McCabe; Part 3 Part 3, Scott McCabe; Chapter 8 Advertising Strategies for Tourism and Hospitality, Scott McCabe; Chapter 9 Other Communications Strategies, Scott McCabe; Chapter 10 Interactive and E-communications Issues and Strategies, Scott McCabe; Chapter 11 Conclusions and Future Issues in Marketing Communications, Scott McCabe;

O autorze

Scott McCabe