Handbook on 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].

By:

MacMillan, Kirsty [author.]

Contributor(s):

Material type: Text

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9284418518
9789284418510

Other title:

Key performance indicators for tourism marketing evaluation

Subject(s):

DDC classification:

910.68 23

LOC classification:

G155.A1 M33 2017

Contents:

Acknowledgements -- Foreword -- Comments and definitions -- Executive summary -- 1. Introduction. -- 2. Key insights from members' survey -- 3. Contemporary marketing evaluation -- 4. Offline consumer marketing activities -- 5. Online consumer-marketing activities -- 6. Trade and B2B marketing activities -- 7. Overarching marketing evaluation -- Annex 1. Specimen formats -- Annex 2. Member's survey questionnaire.

Summary: "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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	910.68 MAC (Browse shelf(Opens below))	1	Available		A534220B

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Title from cover.

Authors from Acknowledgments.

Includes bibliographical references.

"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.

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