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MAR5125 Marketing Strategy in the Global Environment

This research guide was designed for MAR5125 Marketing Strategy in the Global Environment class (Instructor: Prof. Ruby Lee) in Summer 2015.

Finding Marketing Plans

VisitFlorida's 2015-2016 Marketing Plan  (pdf file)

Use a web search engine such as Google to find more real-world marketing plans of tourism industry in other state or country. 


"marketing plan" tourism California 

"marketing plan" tourism Hungary

Or, use an article database such as Business Source Complete. 
Search the database using a combination of keywords such as "marketing plan" and "tourism" and you may find an article that reports about a national marketing plan. Through this query, you might find a relevant article such as: 


Spain launches new UK marketing plan. (2014). Travel Trade Gazette UK & Ireland, (3117), 10. 

Then search Google to find out full-text document of the marketing plan of the Spain's Tourist Board, "National and Integral Tourism Plan


Articles on Tourism Marketing

Specialized Journal:

Or, pick a journal or magazine on tourism and search the periodical with keywords such as marketing, "marketing plan" AND Florida (or the name of a foreign country). 

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