This book provides a thorough and detailed understanding of tourism marketing principles and practice within the context of inter-organisational collaboration. The book begins with an overview of existing marketing and strategic marketing theory and practice before introducing concepts, theories and issues central to inter-organisational collaboration. The book then concludes with a series of detailed thematic chapters with contemporary tourism marketing case study material which explores the myriad of collaborative marketing strategies undertaken by tourism organisations across the world.The purpose of this chapter is to explore the first dimension of the strategic planning process, namely the analysis of the ... This will also be the case for the corporate mission and objectives. ... Intended to be motivating, inclusive, challenging and achievable, mission statements are not always easy to write or easy to achieveanbsp;...
|Author||:||Alan Fyall, Brian Garrod|
|Publisher||:||Channel View Publications - 2004-12-21|