Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective to provide students with a practical planning system and a seven-step approach enabling them to create a consistent and comprehensive marketing plan.

Conceived by Chris Grey as an antidote to conventional textbooks, each book in the 'Very Short, Fairly Interesting and Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way.

Examines the concept of luxury and its meaning across tourism, events and hospitality globally. Packed with case studies, it's a challenging and innovative text that investigates how the idea of luxury is changing in response to a variety factors, such as social change, technological innovation and the challenge of sustainability. It covers the following areas, issues and case studies:* Traditional luxury products: the 'golden age' of luxury cruising; the grand old five star hotels and the 'R...