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Title: The marketing environment
Other Titles: Travel marketing, tourism economics and the airline product : an introduction to theory and practice
Authors: Camilleri, Mark Anthony
Keywords: Marketing
Tourism -- Marketing
Strategic planning
Business logistics
Social responsibility of business
Airlines -- Management
Aeronautics, Commercial -- Marketing
Airlines -- Marketing
Issue Date: 2017
Publisher: Springer
Citation: Camilleri , M. A. (2017). The marketing environment. In M. A. Camilleri (Ed.), Travel marketing, tourism economics and the airline product : an introduction to theory and practice. Milan: Springer.
Abstract: The tourism marketing environment consists of internal and external forces which could impact the organisations’ performance. To be successful, companies must adapt to ongoing trends and developments in their macro and micro environments. When organisations scan their marketing environment they will be in a position to deal with any possible threats from the market and to capitalise on any available opportunities. Therefore, this chapter explains the external environmental factors, including; political, economic, social and technological influences. It also considers the internal environmental factors, including; capital structures, resources, capabilities and marketing intermediaries; as it identifies competitive forces from differentiated or low-cost service providers.
ISBN: 9783319498492
Appears in Collections:Scholarly Works - FacMKSCC

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