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

By: Material type: TextTextSeries: Hospitality, leisure, and tourism seriesPublication details: Amsterdam ; Boston : Butterworth-Heinemann, 2009.Description: xx, 300 pages. : ill. ; 25 cmISBN:
  • 0750682779 (pbk.)
  • 9780750682770 (pbk.)
Other title:
  • Marketing communications in tourism & hospitality
Subject(s): DDC classification:
  • 338.4791 MCC
Contents:
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan Moylish Library Main Collection 338.4791 MCC (Browse shelf(Opens below)) 1 Available 39002100338699

Enhanced descriptions from Syndetics:

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.

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 communications strategies -- Interactive and E-communications issues and strategies -- Conclusions and future issues in marketing communications.

Table of contents provided by Syndetics

  • Tourism and hospitality as a communicative act
  • The communications context
  • Communications theories
  • Communications theories
  • Communications and the consumer
  • Marketing communications and strategy development
  • Brand strategies and communication
  • The communications planning process
  • Segmentation, targeting and positioning
  • Methods of marketing communication I
  • Methods of marketing communication II
  • Methods of marketing communications III
  • Case studies: online communications
  • Case studies: international communications
  • Case studies: communications for SMME's
  • Case studies: changing attitudes through communications
  • Conclusions

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