Modern marketing is a management orientation and a systematic process integrating the techniques used by managers to influence demand. Further, marketing is outward looking and proactive to the changing business environment, and customers’ or visitors’ needs, expectations and behaviour. It also constitutes a response to business conditions, especially amidst fierce competitive pressures that are now found to underpin the travel and tourism markets in almost all parts of the world. The importance of marketing orientation and approach and the need for improved marketing techniques has been well documented. It is quite clear that marketing is a proactive approach to business, conducted at best within a volatile market environment.
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