MARC record from Internet Archive

LEADER: 09293cam 2200685 a 4500
001 ocm35620403
003 OCoLC
005 20200707222708.0
008 960916s1996 enka b 001 0 eng
010 $a 96044669
040 $aDLC$beng$cDLC$dYDX$dUKM$dOCL$dNLGGC$dBTCTA$dYDXCP$dOCLCG$dNLE$dZWZ$dDEBBG$dILU$dBDX$dOCLCO$dOCLCF$dCQ$$dOCLCO$dOCLCQ$dOCLCO$dI8M$dOCLCO$dZ5A$dOCLCA$dOCLCQ$dCPO$dOCLCQ$dOCLCA$dSNU
015 $aGB9734543$2bnb
019 $a35586008$a36916479$a60245054$a877125435
020 $a0412573202$q(pbk.)
020 $a9780412573200$q(pbk.)
020 $a1861523025
020 $a9781861523020
035 $a(OCoLC)35620403$z(OCoLC)35586008$z(OCoLC)36916479$z(OCoLC)60245054$z(OCoLC)877125435
050 00 $aG155.A1$bM297 1996
082 00 $a338.47910688$221
084 $a76.60$2bcl
084 $a85.40$2bcl
084 $aQQ 960$2rvk
084 $a76.60.$2bcl
084 $a85.40.$2bcl
084 $aQQ 960.$2rvk
245 04 $aThe Marketing of tourism products :$bconcepts, issues, and cases /$cA.V. Seaton, M.M. Bennett.
250 $a1st ed.
260 $aLondon ;$aBoston, Mass. :$bInternational Thomson Business Press,$c1996.
300 $axx, 540 pages :$billustrations ;$c25 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 00 $gPart 1.$tConcepts --$g1.$tThe marketing concept in tourism --$tObjectives --$tTourism-industry or sector? --$tWhat is marketing? --$tMarketing as a philosophy --$tAnalytical procedures and concepts Data gathering techniques --$tStrategic decision areas and planning functions --$tMarketing as an organizational requirement --$tOrigins of marketing --$tMarketing services-including tourism --$tHow tourism differs from other services --$tSummary --$g2.$tThe analysis of tourism demand: market segmentation --$tObjectives Segmentation and tourism prosperity --$tWhat makes a consumer segment worthwhile? --$tThe main kinds of market segmentation --$tSources of tourism segmentation --$tThe applications of marketing segmentation --$tSummary --$g3.$tThe analysis of tourism demand: tourism behavior --$tObjectives --$tIntroduction --$tMacro-analysis --$tMicro-analysis --$tTourism as consumer behavior --$tSocial influences --$tBarriers to travel --$tIndividual factors --$tThe measurement of tourism satisfaction --$tSummary --$g4.$tMarketing research in tourism --$tObjectives --$tMarketing research: the what and why questions --$tThe research process Secondary versus primary data --$tThe survey --$tSampling --$tQuestionnaire /survey design --$tObservation --$tInterviews --$tDelphi --$tRole of research in tourism Summary --$g5.$tThe marketing mix: the tourism product --$tObjectives --$tIntroduction --$tProduct planning: the basic elements --$tApproaches to product analysis and planning --$tPlanning strategies: the product life cycle --$tDiffusion and adoption models of tourism development --$tCorporate identity:the firm as product --$tBranding --$tNew and existing products Summary --$g6.$tThe marketing mix: tourism pricing --$tObjectives Introduction --$tIs price strategic or tactical? --$tThe major function of price --$tBasic influences --$tApproaches to strategic pricing decisions --$tBasic pricing strategies --$tTactical pricing --$tSpecific pricing techniques --$tEvaluating price non-price revenue --$tRevenue generation by corses selling --$tSummary --$g7.$tThe marketing mix: tourism distribution --$tObjectives Introduction --$tDirect sell or travel agency network? --$tThe travel agent's role --$tIntegration and its implications for travel agencies --$tCustomer service --$tThe role of information technology --$tEuropean legislation --$tDistribution in the future --$tSummary --$g8.$tThe marketing mix: tourism promotion --$tObjectives --$tInformation in the tourism decision process The promotional process The promotional mix --$tPromotional evaluation --$tSummary --$g9.$tPutting it all together: tourism marketing past and present --$tObjectives --$tIntroduction --$tMarketing then and now: --$tThe Mayfair Hotel launch by Gordon Hotels, 1929 --$tThe marketing plan --$tStrategic management and corporate strategy --$tMarketing and strategic planning today: --$tThe Scottish Tourism Board, 1995 --$tBudgeting tourism marketing --$tSummary --$gPart 2.$tIssues --$g10.$tTourism marketing in Eastern Europe objectives --$tIntroduction --$tMarketing and Eastern European Tourism destinations --$tTourism during the process of transition --$tPoland: a case analysis --$tImage, environment --$tSummary --$gAppendix 10.1.$tMarketing Brochure for Orbis Hotels, Warsaw, Poland (January 1994) --$gAppendix 10.2.$tMarketing brochure for the Hotel Bristol, Warsaw Poland (January 1994) --$gAppendix 10.3.$tMarketing brochure and information guide for the agrotourism initiative, Gdansk region, Poland --$gAppendix 10.4.$tExamples of advertising for Radission Hotels, Moscow and Sochi, RSFSR --$g11.$tThe EU leisure tourist market --$tObjectives Introductions --$tFrance --$tGermany --$tSpain --$tItaly --$tThe Netherlands --$tSummary --$g12.$tThe UK short holiday market --$tObjectives --$tDefinition of a short holiday --$tThe size of the market --$tInternational short holiday in the IL and Europe --$tThe characteristics of UK short holidays European international short-break travel destinations --$tCharacteristics of UK domestic short holiday takers --$tCase history --$tFuture developments --$tSummary --$g13.$tBusiness travel marketing --$tObjectives --$tIntroduction --$tIndividual business travel --$tThe convention and exhibition market --$tIncentive travel --$tBusiness travel service providers --$tSummary --$tL4 Destination marketing --$tObjectives --$tIntroduction --$tWhat is a destination? --$tHow destinations vary --$tThe practice of marketing of destinations --$tAssessing current tourism markets and forecasting their future development --$tDestination auditing --$tDeveloping marketing strategy and a marketing mix --$tCan anywhere be made a somewhere? --$tSummary --$g15.$tAirline marketing --$tObjectives --$tIntroduction Background to airline marketing --$tStrategic versus tactical Strategic marketing --$tTactical marketing Importance of size --$tSummary --$g16.$tMarketing the small tourism business --$tObjectives definition: --$tWhat is a small tourism business? --$tWhy so may small businesses? --$tInfluences on small tourism business marketing activities --$tMarketing and the small tourism business Marketing approaches for the small business --$tMarketing approaches for the small business --$tSummary --$g17.$tInformation technology and databases for tourism --$tObjectives Introduction --$tInformation transmission --$tMethods of information transmission --$tAdoption of information technology --$tAdoption of information technology --$tInformation technology: a competitive tool --$tDevelopments in information technology --$tImplication of technological developments --$tSummary --$g18.$tService, quality and tourism --$tObjectives --$tIntroduction --$tQuality --$tService --$tQuality service and tourism --$tImplementing quality Summary --$gPart 3.$tCases --$g19.$tAirline marketing: Northwest Airlines --$tBackground Strategic marketing --$tTactical marketing --$tSummary Review --$g20.$tHotel marketing: marketing plan in the Canadian hotel industry Introduction --$tProperty profile --$tThe marketing planning process --$tCompetitiveness in marketing --$tConclusions --$g21.$tTravel agency marketing: --$tThomas Cook, UK --$tIntroduction --$tHistorical development --$tThomas Cool operations --$tRetailing --$tProducts --$tDistribution /place --$tPromotion and price --$tVertical integration --$tCustomer service --$tSummary --$g22.$tTour operator marketing: Direct Holidays UK --$tIntroduction --$tHistorical development --$tCompetition --$tProducts --$tPlace --$tPromotion --$tPrice --$tCustomer service --$tSummary References --$tReview questions --$g23.$tDestination marketing: Florida -- the uses of research --$tIntroduction --$tThe nature of tourism in Florida --$tThe roles of research on Florida tourism marketing --$tKey customer trends we are watching.
650 0 $aTourism$xMarketing.
650 7 $aTourism$xMarketing.$2fast$0(OCoLC)fst01153181
650 7 $aMarketing$2gnd
650 7 $aTourismus$2gnd
650 17 $aToeristenindustrie.$2gtt
650 17 $aMarketing.$2gtt
650 7 $aTourisme$xMarketing.$2ram
650 7 $aMarketing touristique.$2ram
653 $aTourist trade
700 1 $aSeaton, A. V.
700 1 $aBennett, M. M.$q(Marion M.)
776 08 $iOnline version:$tMarketing of tourism products.$b1st ed.$dLondon ; Boston, Mass. : International Thomson Business Press, 1996$w(OCoLC)973412875
938 $aBrodart$bBROD$n49886339$c$34.95
938 $aBaker and Taylor$bBTCP$n96044669
938 $aYBP Library Services$bYANK$n371488
029 1 $aAU@$b000011709772
029 1 $aAU@$b000012751747
029 1 $aDEBBG$bBV010972137
029 1 $aHEBIS$b055786014
029 1 $aNZ1$b12109970
029 1 $aNZ1$b13424241
029 1 $aUNITY$b023789972
029 1 $aZWZ$b026109077
994 $aZ0$bP4A
948 $hHELD BY P4A - 204 OTHER HOLDINGS