by Robert Lanquar · Tapa blanda · ISBN 9782130453345
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«Le marketing touristique» is the essay by Robert Lanquar and Robert Hollier on tourism marketing, published by PUF in paperback (127 pages, in French).
The essay situates the origin of marketing in industrial development and its adoption by tourism in the 1950s. It defines the functions of tourism marketing and presents «integrated marketing» to understand and anticipate demand. It includes segmentation and digital strategies to promote destinations and businesses.
Collection «Que sais-je?», no. 1911. First edition in 1981; the present is the fourth edition (1993). Subtitle: «la mercatique touristique».
For students and professionals in the tourism sector interested in the evolution of marketing and its application to destinations and businesses.
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