MTU Library Catalogue

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Successful tourism marketing : a practical handbook / Susan Briggs.

By: Briggs, Susan.
Material type: materialTypeLabelBookPublisher: London : Kogan Page, 1997Description: 207 p. ; 24 cm. + pbk.ISBN: 0749421231 .Subject(s): Tourism -- MarketingDDC classification: 338.4791
Contents:
Introduction -- Section one: The tourism industry -- Section two: Developing a marketing plan -- Section three: Promotional tools -- Section four: Case studies and examples of good marketing.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 338.4791 (Browse shelf(Opens below)) 1 Available 00015438
General lending MTU Bishopstown Library Lending 338.4791 (Browse shelf(Opens below)) 1 Available 00068442
Total holds: 0

Enhanced descriptions from Syndetics:

Toruism is a lucrative industry, and the vast majority of people employed in the field have little or no formal qualifications related to tourism. Marketing is a particularly important aspect in this area of the subject, and this text provides a practical guide to equip tourism professionals and students alike with the skills necesssary to deal with real-life situations.

Includes index.

Introduction -- Section one: The tourism industry -- Section two: Developing a marketing plan -- Section three: Promotional tools -- Section four: Case studies and examples of good marketing.

Table of contents provided by Syndetics

  • Section one The tourism industry
  • The travel trade
  • Needs of the travel trade
  • Schools and educational travel
  • Overseas markets
  • Section two Developing a marketing plan
  • What is marketing? Elements of a marketing plan
  • Current situation
  • Marketing objectives
  • Conducting a SWOT analysis
  • Competitor analysis
  • Competitive advantage
  • Market research
  • Survey methods
  • Identifying target markets
  • Monitoring and evaluation
  • Checklist - marketing action plan
  • Sample marketing plan - Portobello, London
  • Section three Promotional tools
  • Introduction
  • Selecting promotional tools
  • Choosing promotional messages
  • Brochures and print material
  • Public relations
  • Advertising
  • Using the Internet
  • Direct mail
  • Sales activities
  • Exhibitions
  • Marketing consortia
  • Working with tourist boards
  • Working with consultants
  • Section four Case studies and examples of good marketing