Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/21434
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. |
URI: | https://www.um.edu.mt/library/oar//handle/123456789/21434 |
ISBN: | 9783319498492 |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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The Marketing Environment.pdf | 132.77 kB | Adobe PDF | View/Open |
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