by Ramón Rufín Moreno, Mariló Reina Paz · Editorial Universitaria Ramón Areces · tapa blanda · ISBN 9788480046251
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«Introducción al marketing turístico» is the tourism marketing manual by Ramón Rufín Moreno and Mariló Reina Paz, published by Editorial Universitaria Ramón Areces in paperback (444 pages, in Spanish).
Reference work for tourism students and industry professionals covering the fundamentals of marketing applied to the tourism business: demand analysis, market segmentation, product, promotion, distribution and pricing. It pays special attention to the internationalisation and concentration of tourism companies, the impact of new technologies and the internet on distribution channels, and total quality management, with an up-to-date approach to the Spanish tourism sector.
Published in 2004, it is part of the Libro Técnico collection, within Social and Legal Sciences.
Aimed at students of the former Tourism Diploma, as well as scholars and researchers in the tourism sector.
