TY  - BOOK
AU  - Kerstin Schneider
PY  - 2012
CY  - München, Germany
PB  - GRIN Verlag
SN  - 9783656247678
TI  - TUI and its Marketing Plan
DO  - 10.3239/9783656247678
UR  - https://www.hausarbeiten.de/document/197946
N2  - This assignment deals with the concept of marketing communications based on the example of the German tour operator TUI (Tourism Union International). The company was established in 1986 and is now the German market leader in the sector of leisure travel. In the first part of this assignment the process of purchasing decisions in the light of consumer behaviour will be analysed. Then the changes in buying behaviour will be examined and their impact on TUI will be demonstrated. The second part discusses the respective steps of the planning process of an advertising campaign and its implementation on the tour operator. The assignment ends with a recommendation for the company, stressing different tools which can be integrated in the marketing communication mix.
KW  - marketing, plan
LA  - English
ER  -