HOME | CHECKOUT | ABOUT | FAQ | CONTACT US |
 
Welcome Guest [create an account] or log-in:
email
password

Chapter 6 Marketing and Intermediaries

DOI: 10.23912/978-1-910158-39-5-2757

ISBN: 978-1-910158-39-5

Published: September 2015

Component type: chapter

Published in: Winter Sport Tourism

Parent DOI: 10.23912/978-1-910158-39-5-2687

10.23912/978-1-910158-39-5-2757

Abstract

Effective communication with target customers is carried out by a variety of methods, referred to as ‘marketing communications’, and the Spotlight above highlighted the importance of an integrated marketing communications campaign. In many people’s perception, marketing is promotion, for promotion is the highly visible, public face of marketing. However, promotion is only one element of the marketing mix, its role being to convince potential customers of the benefits of purchasing or using the products and services of a particular organization. Promotions decisions will be determined by the overall marketing plan, as illusurated in Figure 6.1. Marketing objectives are derived from the strategic tools of targeting and positioning. The marketing mix is then used to achieve these objectives, and promotions are just one part of this marketing mix. The blend of promotional elements outlined in Table 6.1 is known as the promo- tional mix, and promotional management involves coordinating all the elements, setting objectives and budgets, designing programs, evaluating performance, and taking corrective action. Advertising and sales promotion are covered in this chapter, whereas the remaining elements are discussed in other chapters of the book.

Sample content

Click here to download PDF

Contributors

  • Dr. Simon Hudson, University of South Carolina (Author)
  • Louise Hudson, Freelance researcher, and writer (Author)

For the source title:

  • Dr. Simon Hudson, University of South Carolina (Author)
  • Louise Hudson, Freelance researcher, and writer (Author)

Cite as

Hudson & Hudson, 2015

Hudson, D.S. & Hudson, L. (2015) "Chapter 6 Marketing and Intermediaries" In: Hudson, D.S. & Hudson, L. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-910158-39-5-2757

References

Ferguson, S. and Bourke, A. (2013) 'Living the brand', The evangelical experiences of snowsport workers, in S. McCabe (Ed.), Handbook of tourism marketing (pp. 435-446). London UK: Routledge.

Freire, J.R. (2007) ''Local People' a critical dimension for place brands', Brand Management, 16(7), 420-438.

https://doi.org/10.1057/palgrave.bm.2550097

Garcia, J.A., Gomez, M. and Molina, A. (2012). A destination-branding model: An empirical analysis based on stakeholders. Tourism Management, 33(3), 646-661.

https://doi.org/10.1016/j.tourman.2011.07.006

Hudson, S. (2008) Tourism and Hospitality Marketing: A Global Perspective, Sage: London.

https://doi.org/10.4135/9781446280140

Krichko, K. (2013) 'Combination Ski Passes are Sweeping the Ski World,'MtnAdvisor.com, 29 August, accessed 12/24/214 from http://www.mtnadvisor.com

Milner, M. (2013) 'Powder Highway welcomes the world', Kootenay Business, November, accessed 12/24/2014 from http://kootenaybiz.com/tourism/article/powder_highway_welcomes_the_world

Mintel (2014) 'Snowsports - UK', London: Mintel Group Ltd.

Pike, S., & Mason, R. (2011). Destination competitiveness through the lens of brand positioning: The case of Australia's Sunshine Coast. Current Issues in Tourism, 14(2), 169-182.

https://doi.org/10.1080/13683501003797523

Rufo, S., Blanchard, G., Grasso, M., Kahl, R. and Rowan, J. (2014) 'Best/worst marketing 2013/14', Ski Area Management, 50(3), 50, accessed 12/14/2014 from http://www.saminfo.com/article/bestworst-marketing-2013-14

Sass, E. (2013) 'Most marketers will spend more on social media in 2014', MediaPost Publications, accessed 11/24/2013 from http://www.mediapost.com/publications/article/213850/most-marketers-will-spend-more-on-social-media-in.html.

Snowsports Industries America (2014) 'Revisiting Growing the Snow Sports Industry', accessed 12/09/2014 from http://www.snowsports.org/portals/0/documents/Revisiting%20Growing%20the%20Snow%20Sports%20Industry.pdf

WhistlerBlackcomb.com (2015) 'Whistler Blackcomb and Oakley today announce three-year strategic alliance, 6 January, accessed 1/6/2015 from http://www.whistlerblackcomb.com/about-us/news-releases/jan-6-2015.aspx

Zenker, S. and Martin, N. (2013). Measuring success in place marketing and branding. Place Branding and Public Diplomacy, 7(1), 32-41.

https://doi.org/10.1057/pb.2011.5

Available

Chapter 6 Marketing and Intermediaries [Details]Price: £4.99*Licences / Downloadable file

Published in Winter Sport Tourism

Chapter 6 Marketing and Intermediaries [Details]Price: £4.99*Licences / Downloadable file
Hardback format [Details]Price: £95.00Copies / Delivery by post
Terms and conditions of purchase | Privacy policy