The second title of the two book series, focuses on the critical aspects of management, that are important for any small business including, strategy, organisational structure, operations, human resource management, marketing, and financial management issues.
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In the backdrop of the current tourism business scenario and government policy, the introduction builds a strategy which will encourage private enterprise.
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The reader is guided to build a sense of direction for the business by developing vision and mission, identifying competitors and customers, discussing steps to design a strategy and detailing the process of market research, segmentation, targeting and positioning for small tourism firms. managing a small tourism
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It discusses the 7Ps of tourism marketing in detail, dealing with product, price, place, promotion, physical evidence, people and process. The authors creatively weave an important 8th P of tourism marketing Partnering, a key element of any small tourism company.
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The book showcases marketing efforts of a successful merchandiser, a tour guide, a bed & breakfast operator, a safari operator, MPTDC and an event management company.
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Detailed segments on human resource requirements; selection of location and design of premises; financial planning; use of IT to advantage; inputs for developing a website; a discussion on responsible tourism and some useful tips for success make the book complete.
About the Author :
Dr. Monika Prakash is an Associate Professor with the Indian Institute of Tourism and Travel Management, Gwalior, and currently the Chairperson of the PGDM (Services) programme. Actively involved in research and training, her areas of specialization include organisational and consumer behaviour. Her early career experience was gained at Mizoram University and Center for Entrepreneurship and Small Business Management, Maharshi Dayanand Saraswati University, Ajmer. Co-author of ‘Textbook of Marketing of Services’ (Macmillan, 2005), she has published over 20 research papers.
Dr. Nimit Chowdhary is a Professor with the Indian Institute of Tourism and Travel Management, Galior. In his distinguished teaching career he has taught at several internationally acclaimed institutions (ITESM Mexico, Shaoxing University China, Gotland University, Sweden and GEA Slovenia), besides Mizoram, Jiwaji and Maharshi Dayanand Saraswati University, Ajmer where he was Deputy Director for Center for Entrepreneurship and Small Business Management. Co-author of ‘Textbook of Marketing of Services’ (Macmillan, 2005), author of ‘Organisation Culture and Human Talent in Service Companies’ (Macmillan, 2005) and ‘Management of Services’ (in Chinese) (Shanghai University for Finance and Economics Press, 2007), he has published over 75 research papers in leading journals. Recipient of many academic awards including the AICTE Career Award for Young Teachers, besides regularly guiding research projects, he is also an active member of several academic and professional boards, councils and
