The Marketing Map: Navigating the Principles of Marketing for Tourism, Hospitality, and Services
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Lian Dumouchel, Thompson Rivers University
Copyright Year:
Publisher: Thompson Rivers University
Language: English
Formats Available
Conditions of Use
Attribution-NonCommercial-ShareAlike
CC BY-NC-SA
Table of Contents
- Introduction to the Book
- Dedication
- Acknowledgements
- Accessibility
- I. Charting the Course: Marketing Foundations
- II. Understanding the Terrain: Markets and Purchasing Behaviour
- III. Mapping the Market: Segmentation, Targeting, and Positioning
- IV. Navigating with Data: Marketing Information Systems for Decision-Making
- V. Crafting the Offer: Products
- VI. Setting the Price
- VII. Navigating Channels: Distribution and Price
- VIII. Communicating the Journey: Promotion and Integrated Marketing Communication (IMC)
- IX. Exploring Uncharted Territories: Marketing in a Global, Diverse, and Evolving Environment
- X. Future Horizons: Strategic Planning in Marketing
- Glossary
- Version History
- OER Adoption Form
- TRU Open Education Resource Error Form
About the Book
This book serves as your guide to understanding the fundamental principles of marketing, tailored to the dynamic and multifaceted sectors of tourism, hospitality, and services. Designed to bridge theoretical concepts with practical applications, this resource aims to prepare you for success as you navigate your academic path and future career with confidence.
Accessibility
The web version of The Marketing Map: Navigating the Principles of Marketing for Tourism, Hospitality, and Services has been designed to meet Web Content Accessibility Guidelines 2.0, level AA. In addition, it follows all guidelines in Appendix A: Checklist for Accessibility of the Accessibility Toolkit - 2nd Edition.
About the Contributors
Author
Lian Dumouchel has been a faculty member at Thompson Rivers University (TRU) since 1994 and taken on a variety of roles including Program Coordinator, Chair, and International Academic Coordinator in the Tourism Management Department.