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Management und Wirtschaft

Marketing Efficiency in Tourism
Coping with Volatile Demand

Herausgegeben von Professor Dr. Peter Keller und Professor Dr. Thomas Bieger
Mit Beiträgen von Seppo Aho, Dr. Pietro Beritelli, Dr. Philipp Boksberger, Ed Brooker, Professor Dr. Richard Butler, Silvia Canali, Brandon Chan, Dr. Manuela De Carlo, Elisabeth Fischer, Professor Dr. Frank M. Go, Wolfgang Haider, Barbara Hölzl, Dr. Phuthamadee Katawandee, Professor Dr. Peter Keller, Professor Dr. Raija Komppula, Professor Dr. Christian Laesser, Arja Lemmetyinen, Dr. Jamie Murphy, Dr. Claude Origet du Cluzeau, Professor Dr. Harald Pechlaner, Arvo Peltonen, Professor Dr. Mike Peters, Dr. Frieda Raich, Jennifer Reilly, Miriam Scaglione, Roland Schegg, Professor Dr. Egon Smeral, Professor Dr. Karl Socher, Ulf Sonntag, Dr. Tomasz Studzieniecki, Reima Suomi, Anja Tuohino, Professor Dr. Lindsay Turner, Dr. Chau Jo Vu, Professor Dr. Klaus Weiermair, Fabian Widmann, Professor Dr. Peter Williams, Professor Dr. Stephen F. Witt, Michael Wüger

2006, VIII, 262 Seiten, mit zahlreichen Abbildungen, 15,8 x 23,5 cm, kartoniert
ISBN: 978-3-503-09724-1

Preis: EUR (D) 49,95 inkl. USt., zzgl. 3,95 Euro Versand.

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This volume offers a fundamental understanding of future marketing challenges in tourism. It provides important and detailed results, solutions and tools for crises management and tourism marketing after crises, cooperative branding, price management from a customer perspective, adding value through IT solutions, methods to increase marketing efficiency, steps towards an integrated promotion of places. The book of the International Association of Scientific Experts in Tourism (AIEST) contributes many strictly proofed insights and solutions for an efficient and effective marketing management in tourism. It presents the central perspectives for modern marketing in the main fields of the tourism industry. The book is written by 44 authors of 14 nations. Therefore readers will obtain the most important internationally results for marketing in the tourism business.

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