Autori: Nedelea, Al.(coord.), Elmazi, L., Babu, P.G., Banabakova, V.

Editorial: Derc Publishing House, USA, 2008.

Rezumat:

The content of the book:
I. TOURISM MARKETING
1.1. The Role of Tourism Marketing
1.2. Destination Marketing
1.3. Marketing for Sustainable Tourism

II. INTERNAL MARKETING
2.1. Key Role of People in the Marketing Mix
2.2. Moments Of Truth
2.3. Linking Between Employee Satisfaction and Customer Satisfaction
2.3.1 The value of a tourism and hospitality staff
2.3.2 The cost of staff dissatisfaction
2.3.4. The Internal Marketing Process
2.4. Establishment of a service culture

III. SEGMENTATION OF THE TOURIST MARKET
3.1. Role and Specialities of the Tourism Marketing
3.2. The Significance and Specialities of the Segmentation of the Tourist Market
3.3. Specialities of the Segmentation of the International Tourist Markets
3.4. Development and Problems of Tourism in Bulgaria
3.4.1. Mono-structurally Development of the Branch
3.4.2 Irregular Assimilation of the Tourist Resources
3.4.3 Insufficient Marketing and in particular Advertising Policies
3.4.4. Insufficient Quality of the Service
3.4.5. Poor Condition of the Infrastructure
3.4.6. Limited Use of Internet
3.4.7. Mainly Offering of Mass Tourist Product
3.4.8. Inefficient Role of the Great Number of Branch Organization

IV. PRODUCT POLICY IN TOURISM
4.1. The Concept of Tourist Product
4.1.1. The Particularities of the Tourist Product
4.1.2. Tourist Services
4.1.3. Tourist Product Typologies
4.2. Differentiating and Positioning of the Tourist Product and Service Supply
4.2.1. Differentiating the Tourist Supply
4.2.2. Positioning the Tourist Supply
4.3. The Tourist Product’s Life Cycle
4.3.1. The Tourist Product’s Innovation Cycle
4.3.2. The Tourist Product’s Commercial Life Cycle

V. PRICING THE PRODUCT
5.1. Pricing, Theory, Factors and Considerations
5.1.1. Price As A Element Of Marketing Mix
5.1.2. Pricing’ S Dual Role
5.1.3. Pricing In Different Markets
5.1.3.1 The price in pure competition, monopolistic competition and oligopolistic one
5.1.3.2 Price Elasticity Of Demand
5.1.3.3 Inelastic price performance.
5.1.4. Marketing Objectives
5.1.5. Basic Pricing Philosophies
5.1.6. Marketing Factors That Affect Prices
5.1.6.1 Environmental Factor
5.1.6.2 Competitive Factors
5.1.6.3 Consumer’s Relative Perception of Value
5.1.6.4 Cost Structure of the Organization
5.1.7. Some Considerations In Determination Of Prices
5.1.7.1 Customer Characteristics
5.1.7.2 Corporate Objectives
5.1.7.3 Corporate Image and Positioning
5.1.7.4 Customer Demand Volumes
5.1.7.5 Costs
5.1.7.6 Competition
5.1.7.7 Channels
5.1.7.8 Complementary Service and Facilities
5.1.7.9 Consistency with Marketing-Mix Elements and Strategy
5.1.8. Factors Affecting Price Sensitivity
5.1.8.2 Price Sensitivity Measurement
5.2. Pricing Methods and Strategies
5.2.1. Planning Pricing Approaches
5.2.2. Pricing Strategy Process
5.2.3. Techniques for price establishing
5.2.4. Determining a Breakeven Point
5.2.5. Princing Guidelines And Policies: Increasing Sales And Profits

VI. DISTRIBUTION POLICY IN TOURISM
6.1. Concept and role of distribution in tourism
6.2. Distribution channels
6.3.Tour operators
6.4. Travel Agencies
6.5. Computer and contract distribution reservation systems
6.6. Distribution strategies

VII. PROMOTION POLICY IN THE TOURISM INDUSTRY
7.1. Touristic promotion – concept, particularities and objectives
7.2. Touristic advertising
7.3. Public Relations
7.4. Promoting the Sales of the Touristic Product
7.5. Direct marketing
7.6. Personal Selling

VIII. CUSTOMER SATISFACTION, LOYALTY, AND VALUE AND PROFITABILITY IN TOURISM
8.1. Defining customer value and satisfaction
8.2. Customer satisfaction
8.3. Customer satisfaction versus customer loyalty
8.4. Retaining customer
8.5. Marketing relationship
8.6. Complaint Management In Tourism and Hospitality Industry
8.7. Analyzing customer satisfaction surveys
8.8. Estimating Relative Importance
8.9. Importance-Performance Mapping

Cuvinte cheie: marketing turistic // Tourism Marketing