Πίνακας περιεχομένων:
- List of abbreviations
- Preface
- Part 1.: 1. The marketing perspective
- 2. Marketing planning
- 3. Marketing research and its applications in tourism
- 4. The tourism market
- 5. Tourism product policy
- 6. Pricing the product
- 7. Marketing communications
- 8. The distribution system
- 9. Tourism advertising
- 10. The travel brochure
- 11. Sales promotion for travel and tourism
- 12. Direct marketing: theory and practice
- 13. Public relations and its use in the tourism industry
- 14. Marketing control
- Part 2. Case studies: 1. Successfully relaunching a major tour operator: transforming owners abroad into first choice holidays
- 2. Promoting an established tourist attraction: the island of Mainau
- 3. Direct marketing in the retail sector: the case of bakers dolphin
- 4.The specialist product: letting self - catering cottages through lakelovers of Cumpria
- 5. A new approach to retailing travel: Marko Polo travel advisory service
- 6. Image and reality: promoting RCI through public relations
- 7. Destination marketing nad the USP: the city of Nottingham
- 8. A quality partnership programme: the sun project of Thomson holidays
- Appendix 1. Source of tourism research data
- Appendix 2. Proof - reading marks
- References
- Bibliography
- Index.
