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- Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases
- Copyright Page
- Contents
- List of Figures
- List of Tables
- List of Plates
- List of Case Studies
- Acknowledgements
- Chapter 1: Positioning Marketing Communications for Tourism and Hospitality
- Part 1
- Chapter 2: Communications Theory and Applications
- Chapter 3: The Marketing Communications Environment
- Chapter 4: Consumer Roles in Marketing Communications
- Part 2
- Chapter 5: Marketing Communications and Organisational Strategy
- Chapter 6: Segmentation, Targeting and Positioning
- Introduction
- The Segmentation, Targeting and Positioning Process
- Marketing Planning and the STP Process
- Market Segmentation
- Bases of Market Segmentation
- Demographic Segmentation
- Behavioural Segmentation
- Psychographic Segmentation
- Target Marketing
- Market Positioning
- Importance of Market Segmentation
- Issues in the Segmentation Process
- Summary
- Chapter 7: Marketing Communications Planning
- Part 3
- Chapter 8: Advertising Strategies for Tourism and Hospitality
- Chapter 9: Other Communications Strategies
- Chapter 10: Interactive and E-communications Issues and Strategies
- Chapter 11: Conclusions and Future Issues in Marketing Communications
- Introduction
- The Importance of Marketing Communications to Tourism and Hospitality Organisations
- Future Challenges
- The Changing Structure and Nature of the Advertising Industry
- The Changing Structure of the Tourism and Hospitality Industry
- The Emergence of New Markets
- The Challenge of Climate Change
- The Challenge of the External Media Environment
- Summary
- Index
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Marketing Communications in Tourism and Hospitality_ Concepts, Strategies and Cases
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