TY  - BOOK
AU  - MacMillan,Kirsty
AU  - Eccleston,Jim
AU  - Munro,Jon
ED  - World Tourism Organization
ED  - European Travel Commission,
TI  - Handbook on key performance indicators for tourism marketing evaluation
SN  - 9284418518
AV  - G155.A1 M33 2017
U1  - 910.68 23
PY  - 2017///]
CY  - Madrid, Spain
PB  - World Tourism Organization
KW  - Tourism
KW  - Marketing
KW  - Evaluation
N1  - Title from cover; Authors from Acknowledgments; Includes bibliographical references; 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
N2  - "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
ER  -