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Handbook on key performance indicators for tourism marketing evaluation / co-escrito por Kirsty MacMillan, Jim Eccleston y Jon Munro

Por: Colaborador(es): Tipo de material: TextoTextoDistribuidor: Madrid, España : World Tourism Organization (UNWTO), Fecha de copyright: ©2017Descripción: 166 páginas : ilustraciones, gráficas ; 30 x 21 cmTipo de contenido:
  • texto
Tipo de medio:
  • sin medio
Tipo de soporte:
  • volumen
ISBN:
  • 9789284418510
Tema(s): Clasificación LoC:
  • G 155 .A1 M33 2017
Contenidos:
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.
Resumen: "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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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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