ツーリズム・ホスピタリティ産業におけるマーケティング・コミュニケーション Marketing Communications in Tourism and Hospitality

ツーリズム・ホスピタリティ産業におけるマーケティング・コミュニケーション<br>Marketing Communications in Tourism and Hospitality

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ツーリズム・ホスピタリティ産業におけるマーケティング・コミュニケーション
Marketing Communications in Tourism and Hospitality

McCabe, Scott

ウェブストア価格 ¥14,472（本体¥13,157）
Butterworth-Heinemann Ltd（2008/10発売）
外貨定価 US$ 68.99
ポイント 131pt

オンデマンド(OD/POD)版です。キャンセルは承れません。

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製本 Paperback:紙装版/ペーパーバック版／ページ数 320 p.
言語 ENG
商品コード 9780750682770
DDC分類 338.47910688

基本説明

Packed with detailed and extensive international case studies of strategies that illustrate the theories and clearly show examples of good and bad practice.

Full Description

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.

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;