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Автор: Alan Fyall, Brian Garrod
Год: 2005
Издание:
[не указанo]
Страниц: 383
ISBN: 187315089, 187315089X, 187315089X
Key Features: - Explores tourism marketing in the context of inter-organisational collaboration - Explains key concepts relevant to collaborative marketing - Detailed case studies across various sectors of the industry worldwide This book provides a thorough and detailed understanding of tourism marketing principles and practice within the context of inter-organisational collaboration. The book begins with an overview of existing marketing and strategic marketing theory and practice before introducing concepts, theories and issues central to inter-organisational collaboration. The book then concludes with a series of detailed thematic chapters with contemporary tourism marketing case study material which explores the myriad of collaborative marketing strategies undertaken by tourism organisations across the world.
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