Search Results for Strategic planning - Narrowed by: Marketing.

Strategic marketing in tourism services [electronic resource] / edited by Rodoula H. Tsiotsu and Ronald E. Goldsmith.

2024-05-15T01:38:30Z

by Tsiotsou, Rodoula H.
Call Number 338.4791 22
Publication Date 2012
Summary Tourism services all over the world currently face rapid changes due to market globalization, intensified competition and the dynamic evolution of new technologies. Moreover, it is expected that tourism will be one of the industries that will be most affected by the current recession. The long-term success of tourism services in such a fierce competitive and financially difficult environment depends not only on being able to satisfy customers' needs and desires, but to strategically respond to current global challenges. Therefore, strategic marketing becomes a necessary practice in contemporary tourism services firms. Strategic Marketing in Tourism Services focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. The book presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism. Furthermore, it presents the strategic responses of each tourism sub-sector - hospitality, air transport, tour operation, travel agencies and the tourism destinations - from various countries around the world.
Format: Electronic Resources
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Marketing Strategy Case Studies: The Starbucks Experience.

2024-05-15T01:38:30Z

Call Number 658.8 MAR
Publication Date 2016 2015
Summary Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known. How did they do it? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's their Starbucks. Good Citizen? CEO Howard Schultz talks about creating a philosophically different business but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.
Format: Video recording
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Marketing for sustainability : towards transactional policy-making / edited by Gerard Bartels and Wil Nelissen.

2024-05-15T01:38:30Z

by Bartels, G. C. (Gerard C.), editor.
Call Number 338.927 22
Publication Date 2002
Summary This work deals with the marketing and communication of government institutions, non-profit organizations and profit organizations that make up the challenge of sustainable development. Each chapter deals with marketing and (mass) communication.
Format: Electronic Resources
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Introduction to marketing : a value exchange approach / Mark Gabbott, editor.

2024-05-15T01:38:30Z

by Gabbott, Mark, editor.
Call Number 658.8 INT
Publication Date 2004
Summary "Most of the authors of this book have been involved in marketing either as teachers, researchers or practitioners for some time. This book came about in recognition of the tension that existed between what we taught and what we knew and practiced. Our main concern was the increasing difficulty in defending the 4 Ps framework of marketing. This approach while ground breaking in its time, and useful as an organising tool, has become so ubiquitous in marketing education that it has almost reached mythic status. No one questioned it, no one seemd to even think about it, it was just taught. In an even more worrying development, it was becoming used as a planning and implementation tool, and an operational decision template. Yet when we looked at our graduates and postgraduates, many of whom were already senior marketers, we could see little evidence that the 4 Ps actually represented what they practiced in the business world. It certainly categorised some areas of marketing activity, but helped little in day-to-day marketing management. In 2000 a team was put together to work on the project of developing a completely new introductory marketing textbook. We each brought to the table something different - experienced researchers, teachers, educationalists, writers and business consultants - to piece together what you see as the final book. The Value Model which is the underlying framework is an original and intuitive peice of work. The value planning model is an amalgam of ideas which had been circulating in various forms around the world which we have developed and adapted for our use. This provides a simple schematic that provides an organising framework for the book, and which we hope will become as well known as the 4 Ps. As part of the project we also wanted to explicitly recognise the importance of technology, the ubiquity of services, the impact of globalisation, the continuing concern of ethics and the ongoing importance of relationships and people." -- preface, page xi.
Format: Books