Nontraditional Media in Marketing and Advertising


Book Description

A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.




Spin Sucks


Book Description

Go beyond PR spin! Master better ways to communicate honestly and regain the trust of your customers and stakeholders with this book.




Fuse


Book Description




The Routledge Handbook of Destination Marketing


Book Description

This book examines key contemporary marketing concepts, issues and challenges that affect destinations within a multidisciplinary global perspective. Uniquely combining both the theoretical and practical approaches, this handbook discusses cutting edge marketing questions such as innovation in destinations, sustainability, social media, peer-to-peer applications and web 3.0. Drawing from the knowledge and expertise of 70 prominent scholars from over 20 countries around the world, The Routledge Handbook of Destination Marketing aims to create an international platform for balanced academic research with practical applications, in order to foster synergetic interaction between academia and industry. For these reasons, it will be a valuable resource for both researchers and practitioners in the field of destination marketing.




Tourism and Generation Y


Book Description

This book looks at Generation Y in a tourism context; in broad conceptual terms such as trends and behaviour, and in applied terms, for example looking at particular types of travel that Generation Y takes part in, and tourism marketing aimed specifically at them. Benckendorff/Moscardo, James Cook Uni, Pendergast, Griffith Uni, Aus.




International Handbook on Ecotourism


Book Description

Roy and Jan have assembled a timely snapshot of our current understanding of ecotourism, both as a concept worthy of scientific inquiry and as an increasingly significant segment of global commerce and industry. A terrific piece of work! Sam Ham, University of Idaho, US In the 30 or so year since it became established in the tourism literature and in tourism practice, ecotourism has attracted as many proponents as opponents. This Handbook now brings together some of the leading scholars worldwide in this field, to explore the current position of this form of tourism. In doing so, it offers serious critiques, it explores meanings and paradoxes, it offers best practices and it looks to the future. It is the Handbook for one of tourisms fastest growing and controversial sectors. David Airey, University of Surrey, UK This is a most welcome and needed book. With a very strong editorial team and contributing authors, the Handbook covers all the key issues of ecotourism. It cuts through the confusion surrounding the much-misunderstood concept of ecotourism, clearly dealing with definitions, concepts and research issues. The Handbook is particularly welcome for its focus on the visitor experience, a strength of the editors, and for clearly linking the theory of ecotourism with practice in the field. Christopher Cooper, Oxford Brookes University, UK This Handbook brings together contributions from over forty international experts in the field of ecotourism. It provides a critical review and discussion of current issues and concepts it challenges readers to consider the boundaries of what ecotourism is, and could be. The Handbook provides practical information regarding the business of ecotourism; insights into ecotourist behaviour and visitor experiences; and reflections on the practice of ecotourism in a range of different contexts. The Handbook is designed to be a valuable reference book for tourism scholars and researchers.




Marketing to Gen Z


Book Description

With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!




Marketing Your Small Business For Dummies


Book Description

Created especially for the Australian customer! Attract customers and ensure the ongoing success of your small business with this no-nonsense guide Whether you own a bakery or a boutique, a plumbing or a finance business, this book gives you straightforward strategies to find more prospects, build your customer base and secure market share. Small-business guru Carolyn Tate empowers you to apply hundreds of high-impact and creative ways to market your business without breaking the bank. Know your target market — identify your ideal customers, and what, how and why they buy Develop business and marketing plans — learn how to create them and why they're so important Build effective databases — develop a database that creates business for you, without the headaches Solidify your branding — create a unique brand and keep it fresh and exciting Understand the power of advertising — assess if it's right for your business and how to pick the right strategies Master publicity — get your business in the media with the right message Implement relationship marketing — develop and maintain networks to create new opportunities Embrace websites and online marketing — build a website that drives customers to you, and use online tools and search engines to generate business




Tourism Dynamics


Book Description

Theoretical and practical insights that offer a platform for critical discussion and examine emergent controversies within the tourism industry such as the growth of alternative business models, travel in light of climate change and human resource ethics given the increasing adoption of artificial intelligence (AI), data and algorithms.