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Books > Business & Economics > Business & management > Sales & marketing
Tourism is facing a new paradigm that has been brought on by the
introduction of experiences in the development, management, and
promotion of tourism. Associating experiences to tourism
destination and products allows tourists to relate to their
vacations differently and helps to fuel a destination's
competitiveness and compliance with new needs and motivations that
are being driven by the tourists. When properly design, managed,
and developed, tourism experiences can contribute to the
destination's overall sustainability by maximining tourism's
positive impacts and fostering their spillover to local
communities. Planning and Managing the Experience Economy in
Tourism is an essential reference book that seeks to advance
research on tourism experience as well as investigate how tourism
experiences can create and increase tourism competitiveness. The
book explores how the experience concept has evolved in the last
decade, alongside the needs and motivations of consumers, and how
it can be conceptualized, designed, managed, and implemented both
at the tourism firm and destination levels. Delving further into
concepts like creative tourism, destination attributes, and smart
experiences, this book serves as a dynamic resource for travel
agencies, tourism managers, tourism professionals, marketers,
destination managers, government officials, policymakers,
academicians, students, tourism officials, planners, and
researchers.
Case Studies in the Beer Sector investigates managerial and
marketing dynamics in the beer sector. It explores the relevance of
consumer science and its use as a tool for marketing strategies,
putting special focus on small craft breweries. The book provides a
variety of case studies from several countries to outline the
global context within which the beer industry is developing.
Real-life examples on how innovation and differentiation strategies
affect consumer perceptions of beer are included, along with the
relationship among breweries throughout the supply chain. Sections
cover business strategy, sustainability, and how breweries are
meeting the increasing demand for sustainable production processes.
While this book provides a thorough reference for scholars and
practitioners who work in the beer sector, it is also ideal for
those studying business, agriculture, food engineering, technology,
applied marketing and business strategy.
Case Studies on Food Experiences in Marketing, Retail, and Events
explores approaches for creating ideal food shopping and
consumption experiences, and the challenges food customers face
today. With a basis in literature review and theoretical
background, the book illustrates specific case studies on food
shopping experiences, food consumption experience in restaurants,
and food experience and events, as well as insights on the
methodological tools adopted throughout. Topics include food and
food service design, the creation of customer loyalty through
experiences, communication strategies like food promotion and event
management, and defining product positioning in a competitive
environment. This book is an excellent resource for industry
professionals in the food and beverage sectors, including those who
work in marketing, communication, hospitality, and management, as
well as students studying business management, tourism management,
event management, applied marketing, and consumer behavior.
The eighth edition of The Dynamics of Persuasion again guides
readers in understanding the power and limits of persuasion in
contemporary society. This edition continues its accessible and
detailed illustration of the theoretical underpinnings of
persuasive communication through contemporary and relevant examples
of persuasion in action. It features coverage of new scholarship on
misinformation, health communication, and persuasion effects,
including careful attention to persuasion's role in the Covid-19
pandemic. Important issues such as racial injustice, climate
change, and barriers to persuading the politically and
psychologically polarized also receive a fresh examination. The
book brings together classic terms and approaches from earlier
editions with new global developments to help readers adopt a more
thoughtful perspective on persuasion. The eighth edition is an
essential resource for courses in persuasion at the undergraduate
and graduate levels within communication studies, psychology, and
business programs. Online resources also accompany the text: an
Instructor Manual that contains sample syllabi, key terms, chapter
outlines, sample discussion questions, and links to relevant news
articles and other online resources such as videos; Lecture Slides;
and a Testbank. Please visit: www.routledge.com/9781032268187.
Digital Marketing: Communicating, Selling and Connecting is an
invaluable and vital tool for students seeking a comprehensive
introduction to the subject of digital marketing. Written by a
leading expert in the field, it is an unparalleled resource for
students in marketing, as well as an accessible supplementary text
for business and management students. Covering digital marketing's
background and development, its practical challenges and unique
benefits, and its operational foundations, this textbook introduces
both technological and marketing concepts. It culminates with
discussion of the future of digital marketing in an increasingly
networked world. Key Features: In-depth introductions to the
foundations and basic operating principles of digital marketing
Multiple chapters covering consumer decision making online, and how
digital marketing affects the consumer Chapters on service
technology and visual design, for a deeper understanding of digital
marketing Coverage of digital marketing in both B2B and B2C
contexts Discussion of legal and ethical aspects of digital
marketing Discussion questions in each chapter to promote
engagement with the material and deepen student understanding.
Charles Hofacker has drawn on extensive expertise to create an
invaluable resource. Written for undergraduate students of
marketing and digital marketing this textbook will be useful for
anyone looking for an introduction to the subject.
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