Handbook on key performance indicators for tourism marketing evaluation / co-escrito por Kirsty MacMillan, Jim Eccleston y Jon Munro
Tipo de material:
TextoDistribuidor: Madrid, España : World Tourism Organization (UNWTO), Fecha de copyright: ©2017Descripción: 166 páginas : ilustraciones, gráficas ; 30 x 21 cmTipo de contenido: - texto
- sin medio
- volumen
- 9789284418510
- G 155 .A1 M33 2017
| Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Signatura topográfica | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | |
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Libros para consulta en sala
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Biblioteca Antonio Enriquez Savignac | Biblioteca Antonio Enriquez Savignac | COLECCIÓN RESERVA | G 155 .A1 M33 2017 (Navegar estantería(Abre debajo)) | 1 | No para préstamo | Turismo | 039786 |
Autores de Agradecimientos
Incluye Bibliografía
Chapter 1 Introduction. -- Chapter 2 Key insights from members' survey. -- Chapter 3 Contemporary marketing evaluation. -- Chapter 4 Offline consumer marketing activities. -- Chapter 5 Online consumer-marketing activities. -- Chapter 6 Trade and B2B marketing activities. -- Chapter 7 Overarching marketing evaluation.
"The ETC/UNWTO Handbook on Key Performance Indicators for Tourism Marketing Evaluation presents a comprehensive overview of performance indicators for tourism marketing evaluation. It provides a framework for understanding contemporary marketing evaluation, how to measure results from marketing and promotional activities, and how to evaluate overall marketing effectiveness within the context of business or destination impacts. This handbook aims to be a user-friendly and accessible guide that provides a methodological framework and practical guidance on how to use performance indicators. Complemented with a number of case studies and best practice examples, the handbook offers both a theoretical and practical approach to guide national and destination management organizations towards better digital marketing evaluation." --P.[4]
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