Unger, S: Community Marketing

The concept of using communites to foster sales of a product or service is nothing new - but new communication tools opened the door for better targeting and therefore higher efficiency in this form of marketing. The more emotions the product or service marketed causes, the more a community reacts to it. Holidays, or tourism in general, cause without a doubt a variety of emotions - which makes it predestinated for the usage of Community Marketing. This book describes the different forms, background and effects of Community Marketing in general and the usage for tourism marketing in specific.