By Abbey Klaassen (Editor)

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The diagram is important and should repay careful consideration. Above all, this chapter stresses that marketing is a proactive approach to business, conducted at best in a marvellously stimulating and positive spirit of competitive enthusiasm that no textbook can convey. 32 Marketing in Travel and Tourism Further reading Baker, M. J. (1996). Marketing: An Introductory Text. Chapter 1, 6th edn, Macmillan. Brassington, F. and Pettit, S. (2000). Principles of Marketing. Chapter 22, 2nd edn, Prentice-Hall.

Now dated, the original conceptualization in Burkart and Medlik is still relevant: Burkart, A. J. and Medlik, S. (1981). Tourism: Past, Present, and Future. Chapters 4 and 7, 2nd edn, Heinemann. 17 C H A P T E R • • • • 2 Introducing marketing: the systematic thought process This chapter explains the meaning of modern marketing as it is applied internationally to goods and services of all types. The intention here is to define the essential characteristics common to all forms of marketing, while Chapter 3 considers the special characteristics of travel and tourism marketing.

17 C H A P T E R • • • • 2 Introducing marketing: the systematic thought process This chapter explains the meaning of modern marketing as it is applied internationally to goods and services of all types. The intention here is to define the essential characteristics common to all forms of marketing, while Chapter 3 considers the special characteristics of travel and tourism marketing. To understand marketing it is necessary to distinguish between the familiar word in everyday use and the term as it is used professionally by marketing managers.

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Advertising Age - 09 May 2011 by Abbey Klaassen (Editor)


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