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Air Miles: The World’s Favourite Promotion

  • Les Lumsdon

Abstract

  1. (a)

    To understand the communications mix

     
  2. (b)

    To introduce sales promotion as a strategic promotional tool

     
  3. (c)

    To evaluate the nature of short-term action plans

     

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References

  1. J.C. Holloway and R.V. Plant, Marketing For Tourism (Pitman, 1988) Chs 7, 9, 11, 12.Google Scholar
  2. V.T.C. Middleton, Marketing in Travel and Tourism, (Heinemann, 1988) Part four.Google Scholar

Copyright information

© Les Lumsdon 1992

Authors and Affiliations

  • Les Lumsdon

There are no affiliations available

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