chapter  12
18 Pages

Managing marketing

This chapter further develops the concept of the marketing strategy, examines the marketing role of GTAs, and discusses various aspects of market research. Promotional approaches and techniques are then discussed: advertising, printed and audiovisual material, direct mail, travel writing, travel agents' familiarization trips, travel trade shows and exhibitions, special promotions, representative offices abroad, and other public relations activities. The chapter then examines the evaluation of promotional effectiveness. It concludes with a summary of the marketing objectives, results and activities, representing the marketing part of the overall planning process.