Tourism Marketing for Small Businesses
Steven Pike
ISBN: 9781911396345 HBK; 9781911396352 PBK; 9781911396369 eBook
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Small tourism businesses form the majority of the employment opportunities within the tourism industry. However, many texts seem to overlook this significant sector of the industry and focus instead on the larger multinational companies. This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and links academic theory with real world practice illustrated via international case studies.
Written in an engaging style and structured to follow a 12-13 week semester course Tourism Marketing for Small Businesses enables understanding of formulating, implementing and monitoring a marketing strategy. Each chapter will contain summary review questions and a mini case with discussion question. Accompanying the text are lecturer resources in the form of PowerPoint slides for each chapter, with links to relevant URLs and YouTube clips.
A vital text for all tourism and marketing students as well as tourism industry practitioners who have marketing responsibilities.
February 2018
Written in an engaging style and structured to follow a 12-13 week semester course Tourism Marketing for Small Businesses enables understanding of formulating, implementing and monitoring a marketing strategy. Each chapter will contain summary review questions and a mini case with discussion question. Accompanying the text are lecturer resources in the form of PowerPoint slides for each chapter, with links to relevant URLs and YouTube clips.
A vital text for all tourism and marketing students as well as tourism industry practitioners who have marketing responsibilities.
Publication
February 2018
Table of contents
Ch 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurementTable of contents
Ch 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurementAbout the authors
Steven Pike is Associate Professor at Queensland University of Technology, AustraliaTable of contents
Ch 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurementAbout the authors
Steven Pike is Associate Professor at Queensland University of Technology, AustraliaSample files
Contents, Preface and Copyright.pdfChapter 1.pdf
Chapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf
Chapter 13.pdf
Chapter 14.pdf
Table of contents
Ch 1 Marketing fundamentals; Ch 2 Destination competitiveness; Ch 3 Consumer behaviour; Ch 4 Marketing strategy framework; Ch 5 Marketing research; Ch 6 Service design; Ch 7 Branding and marketing positioning; Ch 8 Pricing, packaging and distribution; Ch 9 Marketing communications; Ch 10 Social media and digital; Ch 11 Public relations and publicity; Ch 12 Visitor relationship management; Ch 13 Networking and collaboration; Ch 14 Marketing performance measurementAbout the authors
Steven Pike is Associate Professor at Queensland University of Technology, AustraliaSample files
Contents, Preface and Copyright.pdfChapter 1.pdf
Chapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf
Chapter 13.pdf
Chapter 14.pdf
Online resources
PowerPoint SlidesChapter 1 - Tourism marketing for small businesses and not-for-profits
Chapter 2 - Destination competitiveness and the DMO
Chapter 3 - Tourism consumer behaviour
Chapter 4 - Tourism marketing planning
Chapter 5 - Tourism marketing research
Chapter 6 - Designing tourism services and experiences
Chapter 7 - Tourism branding
Chapter 8 - Pricing tourism services
Chapter 9 - Promoting tourism services to consumers
Chapter 10 - Digital and social media in tourism
Chapter 11 - Tourism public relations and publicity
Chapter 12 - Customer relationship management in tourism
Chapter 13 - Tourism Distribution
Chapter 14 - Tourism marketing performance measurement