عنوان

Marketing Communications in Tourism and Hospitality.

شابک

0080941818

شابک

9780080941813

شماره

b549395

عنوان اصلي

Marketing Communications in Tourism and Hospitality.

نام عام مواد

[Book]

نام نخستين پديدآور

Scott McCabe

محل نشرو پخش و غیره

Hoboken

نام ناشر، پخش کننده و غيره

Taylor and Francis

تاریخ نشرو بخش و غیره

2010

نام خاص و کميت اثر

(321 pages)

متن يادداشت

Summary.

متن يادداشت

Cover; Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases; Copyright Page; Contents; List of Figures; List of Tables; List of Plates; List of Case Studies; Acknowledgements; Chapter 1: Positioning Marketing Communications for Tourism and Hospitality; Introduction --;Defining Marketing Communications for Tourism and Hospitality; Defining Tourism; Defining Hospitality; Marketing Communications in Tourism and Hospitality; Integrated Marketing Communications; Marketing Communications Characteristics in Tourism and Hospitality. Tourism and Hospitality Marketing Communications: Concepts, Strategies and CasesSummary; Part 1; Chapter 2: Communications Theory and Applications; Introduction; Models and Concepts of Communications Theories; Early Mass Communications Theories; Marketing Communications Transmission Models; Criticisms of the Transmission Models of Communication; Multi-modal Communications Models; Relational and Network Models of Communications; Communications Effects; Semiotics and the Communication of Meanings; Summary; Chapter 3: The Marketing Communications Environment; Introduction. The Global Context of Tourism and Hospitality ServicesThe Function of the Marketing Department; Strategic Function; Operations Function; Research Function; Processes of the Marketing Department; The Marketing Planning Process; Environment Scanning; Political and Legal Factors; Economic Factors; Sociocultural Factors; Technological Factors; Environment (Natural/Physical); Media Environment; Marketing Communications Industry; Marketing Communications Industry Operations; The Regulatory Framework of Marketing Communications; Organisational Ethics; Advertising Standards and Miscommunication. Regulation in AdvertisingSummary; Chapter 4: Consumer Roles in Marketing Communications; Introduction; Consumer Behaviour Theory; The Cognitive Paradigm; The Reinforcement Paradigm; The Habit Paradigm; Consumer Behaviour and Tourism and Hospitality Services; Consumers and Markets for Tourism and Hospitality Services; Generic versus Variant Service Markets; Marketing Analysis; What the Organisation Needs to Know about Consumers' Behaviour; Consumer Characteristics --;Who?; Decision and Purchase Characteristics --;When?; Consumer Motivations --;Why?; Buying Behaviour Patterns --;What? Distribution and Access --;Where?Purchase Characteristics --;Which Methods?; Summary; Part 2; Chapter 5: Marketing Communications and Organisational Strategy; Introduction; Organisational Strategy Formulation; Marketing Orientation; Competing Approaches to a Marketing Orientation; The Services Marketing Triangle; Enabling the Promise; Making the Promise; Delivering the Promise; Competitive Strategies; Cost Leadership; Differentiation; Focus; Stuck in the Middle; Generic Competitive Issues in the Tourism and Hospitality Sector; Value Chain; Position in the Market; IMCs as Strategic Choice.

متن يادداشت

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.

موضوع مستند نشده

Communication in marketing -- Case studies.

موضوع مستند نشده

Communication in marketing.

موضوع مستند نشده

Hospitality industry -- Marketing.

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Scott McCabe

مستند نام اشخاص تاييد نشده

Scott McCabe

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y