Marketing communications in tourism and hospitality: concepts, strategies and cases /
Scott McCabe.
- Boston : Butterworth-Heinemann, 2009.
- xx, 300 p. : ill. ; 25 cm.
- Hospitality, leisure, and tourism. .
- Hospitality, leisure, and tourism series. .
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.
0750682779 (pbk.) 9780750682770 (pbk.)
Hospitality industry--Marketing. Tourism--Marketing. Communication in marketing. Hospitality industry--Marketing--Cases. Tourism--Marketing--Cases. Communication in marketing--Cases.