内容

目次

Preface. Part One: 1. The Marketing Perspective. 2. Marketing Planning.3. Marketing Research and Its Applications. 4. The Tourist Market. 5.Tourism Product Policy. 6. Pricing the Product. 7. MarketingCommunications. 8. The Distribution Systems. 9. Tourism Advertising.10. The Travel Brochure. 11. Sales Promotion for Travel and Tourism.12. Direct Marketing: Theory and Practice. 13. Public Relations and ItsUse in The Tourism Industry. 14. Marketing and Control 200. Part Two:15. The Marketing of a Tourist Attraction. 16. The Launch of a SpecialEvent. 17. Marketing for Market Dominance in Retail Travel. 18.Marketing Management in the Public Sector: Sustainable Tourism. 19.Study of an Award-Winning Advertising Campaign. 20. Promoting ShortBreaks. 21. Co-operative Marketing of River Tourism. Appendix 1:Sources of Tourism Research. Appendix 2: Proof Reading Marks.References. Bibliography. Index.