McGrath, G. 1999. Managing the Service Encounter: Consistent High-Quality Delivery Through Internal Marketing. in: Vellas, F. and Bécherel, L. (ed.) The International Marketing of Travel and Tourism: a Strategic Approach Macmillan. pp. 159-176
| Chapter title | Managing the Service Encounter: Consistent High-Quality Delivery Through Internal Marketing |
|---|---|
| Authors | McGrath, G. |
| Editors | Vellas, F. and Bécherel, L. |
| Abstract | Tourism marketing has long been considered a branch of marketing. However, in recent years tourism marketing has gone through fundamental changes: the pursuit of global strategies based on alliances, the breakdown of commercial borders, and advances in new technology have all facilitated the commercialisation of tourism products. The International Marketing of Travel and Tourism: a Strategic Approach textbook sets out to examine these issues, presenting strategic responses to the pressures that are changing the industry. |
| Keywords | tourism |
| travel | |
| marketing | |
| strategic | |
| alliances | |
| new challenges and solutions | |
| Book title | The International Marketing of Travel and Tourism: a Strategic Approach |
| Page range | 159-176 |
| Year | 1999 |
| Publisher | Macmillan |
| Red Globe Press London | |
| Publication dates | |
| Published | 1999 |
| ISBN | 0333717597 |
| 9780333717592 | |
| Digital Object Identifier (DOI) | https://doi.org/10.1007/978-1-349-27486-4_6 |