Strategic marketing in hospitality and tourism: Building a 'SMART' online agenda

Research output: Book/ReportBook

Abstract

This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online marketing initiatives by integrating its various dimensions and treating social media both as a cash cow and as a crucial investment tool within an integrated tourism system environment. Special insights are offered on sustainability perspectives/initiatives, contemporary social media marketing strategies, and growth of mobile systems. The distinct characteristics of this piece of scholarly work lie in its: 1) update of the most recent progress made in the field of strategic marketing with special emphasis on online marketing strategies, 2) presentation of a strategic online marketing model that embraces a holistic tourism systems approach, 3) offering global insights into the manner strategic online marketing perspectives are pursued by different tourism sectors, and 4) developing a smart marketing paradigm that integrates different tourism sectors to promote value chain offerings in a sustainable manner. Particularly, this book makes a unique contribution to existing literature by furthering the strategic online marketing model to embrace a smart systems perspective.

Original languageEnglish (US)
PublisherNova Science Publishers, Inc.
Number of pages262
ISBN (Print)9781634820738, 9781634820721
StatePublished - Apr 1 2015

Fingerprint

Online marketing
Agenda
Tourism and hospitality
Strategic marketing
Marketing
Marketing models
Tourism
Marketing strategy
Tourism sector
Tourism industry
Integrated
Systems approach
Social media marketing
Systems perspective
Hospitality industry
Sustainability
World Wide Web
Paradigm
Cash
Value chain

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

Cite this

Strategic marketing in hospitality and tourism : Building a 'SMART' online agenda. / Chhabra, Deepak.

Nova Science Publishers, Inc., 2015. 262 p.

Research output: Book/ReportBook

@book{d554997fb1c0453aa4f2a6aebb132ae5,
title = "Strategic marketing in hospitality and tourism: Building a 'SMART' online agenda",
abstract = "This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online marketing initiatives by integrating its various dimensions and treating social media both as a cash cow and as a crucial investment tool within an integrated tourism system environment. Special insights are offered on sustainability perspectives/initiatives, contemporary social media marketing strategies, and growth of mobile systems. The distinct characteristics of this piece of scholarly work lie in its: 1) update of the most recent progress made in the field of strategic marketing with special emphasis on online marketing strategies, 2) presentation of a strategic online marketing model that embraces a holistic tourism systems approach, 3) offering global insights into the manner strategic online marketing perspectives are pursued by different tourism sectors, and 4) developing a smart marketing paradigm that integrates different tourism sectors to promote value chain offerings in a sustainable manner. Particularly, this book makes a unique contribution to existing literature by furthering the strategic online marketing model to embrace a smart systems perspective.",
author = "Deepak Chhabra",
year = "2015",
month = "4",
day = "1",
language = "English (US)",
isbn = "9781634820738",
publisher = "Nova Science Publishers, Inc.",

}

TY - BOOK

T1 - Strategic marketing in hospitality and tourism

T2 - Building a 'SMART' online agenda

AU - Chhabra, Deepak

PY - 2015/4/1

Y1 - 2015/4/1

N2 - This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online marketing initiatives by integrating its various dimensions and treating social media both as a cash cow and as a crucial investment tool within an integrated tourism system environment. Special insights are offered on sustainability perspectives/initiatives, contemporary social media marketing strategies, and growth of mobile systems. The distinct characteristics of this piece of scholarly work lie in its: 1) update of the most recent progress made in the field of strategic marketing with special emphasis on online marketing strategies, 2) presentation of a strategic online marketing model that embraces a holistic tourism systems approach, 3) offering global insights into the manner strategic online marketing perspectives are pursued by different tourism sectors, and 4) developing a smart marketing paradigm that integrates different tourism sectors to promote value chain offerings in a sustainable manner. Particularly, this book makes a unique contribution to existing literature by furthering the strategic online marketing model to embrace a smart systems perspective.

AB - This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online marketing initiatives by integrating its various dimensions and treating social media both as a cash cow and as a crucial investment tool within an integrated tourism system environment. Special insights are offered on sustainability perspectives/initiatives, contemporary social media marketing strategies, and growth of mobile systems. The distinct characteristics of this piece of scholarly work lie in its: 1) update of the most recent progress made in the field of strategic marketing with special emphasis on online marketing strategies, 2) presentation of a strategic online marketing model that embraces a holistic tourism systems approach, 3) offering global insights into the manner strategic online marketing perspectives are pursued by different tourism sectors, and 4) developing a smart marketing paradigm that integrates different tourism sectors to promote value chain offerings in a sustainable manner. Particularly, this book makes a unique contribution to existing literature by furthering the strategic online marketing model to embrace a smart systems perspective.

UR - http://www.scopus.com/inward/record.url?scp=84954147005&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84954147005&partnerID=8YFLogxK

M3 - Book

AN - SCOPUS:84954147005

SN - 9781634820738

SN - 9781634820721

BT - Strategic marketing in hospitality and tourism

PB - Nova Science Publishers, Inc.

ER -