TY  - BOOK
AU  - Briggs Susan
TI  - Successful Tourism Marketing / A Practical Handbook
SN  - 749421231
PY  - 1997///
PB  - Kogan Page
N2  - This book considers domestic and overseas markets for tourism products, covering the travel trade and independent travelers.  Acknowledgements, Introduction, The Tourism Industry, The Travel Trade, Needs of the Travel Trade, Schools and Educational Travel, Overseas Markets, Developing a Marketing Plan, What is Marketing?, Elements of a Marketing Plan, Current Situation, Marketing Objectives, Competitor Analysis, Competitive Advantage, Market Research, Survey Methods, Identifying Target Markets, Monitoring and Evaluation, Promotional Tools, Selecting Promotional Tools, Choosing Promotional Messages, Brochures and Print Material, Public Relations, Advertising, Using the Internet, Direct Mail, Sales Activities, Exhibitions, Marketing Consortia, Working with Tourist Boards, Working with Consultants, Case Studies and Examples of Good Marketing, Index
ER  -