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售價:2841  |
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詳細資料ISBN：9780470814901 叢書系列：觀光 規格：平裝 / 普通級/ 單色印刷 / 初版 出版地：台灣 內容簡介 TOURISM MARKETING PROVIDES A CONTEMPORARY APPROACH TO FORMULATING, IMPLEMENTING AND MONITORING MARKETING STRATEGY FOR REGIONAL TOURISM MARKETERS AND SMALL BUSINESSES, THE LATTER COMPRISING OVER 90% OF THE 'TOURISM INDUSTRY'. THE PRINCIPAL AIM OF TOURISM MARKETING IS TO DEMONSTRATE HOW MARKETING PRINCIPLES APPLY IN THE TOURISM INDUSTRY IN AUSTRALIA, NEW ZEALAND AND THE ASIA-PACIFIC. THIS TEXT WILL PROVIDE STUDENTS WITH A THOROUGH UNDERSTANDING OF: A CONCEPTUAL FRAMEWORK FOR TOURISM AND TRAVEL MARKETING THE ROLE AND IMPORTANCE OF DESTINATION MARKETING ORGANISATIONS FACTORS INFLUENCING TOURISM DEMAND AND SUPPLY CHARACTERISTICS OF CONSUMER-TRAVELLER BEHAVIOUR SERVICES MARKETING IN TOURISM THE ROLE OF MARKETING RESEARCH IN MANAGEMENT DECISION MAKING APPROACHES TO BRANDING, POSITIONING AND SEGMENTATION THE PHILOSOPHY OF INTEGRATED MARKETING COMMUNICATIONS PERFORMANCE METRICS |
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資料來源：博客來
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