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Marketing Communications in Tourism and Hospitality Concepts, Strategies and Cases

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ISBN-10: 0750682779

ISBN-13: 9780750682770

Edition: 2009

Authors: Scott McCabe, Conrad Lashley

List price: $62.95
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Description:

The rapid diffusion of technology in tourism and hospitality, coupled with the fragmenting and consolidating nature of tourism and hospitality sector, has demanded an increased emphasis on the marketing communication strategies in order to meet the changing and challenging demands of modern consumers and for companies to maintain a competitive edge. Marketing Communications for Tourism and Hospitality: concepts, strategies and cases is the first text to discuss this vital discipline specifically for the tourism and hospitality industry. Using specific contemporary case studies, such as lastminute.com, Starwood and Easyjet, it explains and critiques the practice and theory with relation to…    
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Book details

List price: $62.95
Copyright year: 2009
Publisher: Routledge
Publication date: 12/12/2008
Binding: Paperback
Pages: 320
Size: 7.50" wide x 9.75" long x 0.50" tall
Weight: 1.584
Language: English

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