Handbook on key performance indicators for tourism marketing evaluation /
MacMillan, Kirsty,
Handbook on key performance indicators for tourism marketing evaluation / Key performance indicators for tourism marketing evaluation [co-written by Kirsty MacMillan and Jim Eccleston ; Jon Munro co-authored the handbook and did the final editing]. - 166 pages ; 30 cm
Title from cover. Authors from Acknowledgments.
Includes bibliographical references.
Acknowledgements -- Foreword -- Comments and definitions -- Executive summary -- Introduction. -- Key insights from members' survey -- Contemporary marketing evaluation -- Offline consumer marketing activities -- Online consumer-marketing activities -- Trade and B2B marketing activities -- Overarching marketing evaluation -- Annex 1. Specimen formats -- Annex 2. Member's survey questionnaire. 1. 2. 3. 4. 5. 6. 7.
"The primary purpose of this handbook is to provide a suite of performance indicators for tourism marketing evaluation - ones that can be used to benchmark marketing effectiveness and track performance as well as optimize the specific marketing and activities a NTO is involved in."--page 19.
9284418518 9789284418510
Tourism--Marketing.
Tourism--Marketing--Evaluation.
G155.A1 / M33 2017
910.68
Handbook on key performance indicators for tourism marketing evaluation / Key performance indicators for tourism marketing evaluation [co-written by Kirsty MacMillan and Jim Eccleston ; Jon Munro co-authored the handbook and did the final editing]. - 166 pages ; 30 cm
Title from cover. Authors from Acknowledgments.
Includes bibliographical references.
Acknowledgements -- Foreword -- Comments and definitions -- Executive summary -- Introduction. -- Key insights from members' survey -- Contemporary marketing evaluation -- Offline consumer marketing activities -- Online consumer-marketing activities -- Trade and B2B marketing activities -- Overarching marketing evaluation -- Annex 1. Specimen formats -- Annex 2. Member's survey questionnaire. 1. 2. 3. 4. 5. 6. 7.
"The primary purpose of this handbook is to provide a suite of performance indicators for tourism marketing evaluation - ones that can be used to benchmark marketing effectiveness and track performance as well as optimize the specific marketing and activities a NTO is involved in."--page 19.
9284418518 9789284418510
Tourism--Marketing.
Tourism--Marketing--Evaluation.
G155.A1 / M33 2017
910.68