Both Alan Fyall and Brian Garrod have published widely in the area of tourism. Together, they have recently edited the book Managing Visitor Attractions: New Directions with Anna Leask, while Brian has also edited the book Marine Ecotourism: Issues and Experiences with Julie C. Wilson, published by Channel View Publications.

• Preface Acknowledgements List of Acronyms Part 1: Collaboration and Tourism1 Collaboration and Tourism 2 Collaborative Marketing: A New Marketing Paradigm Part 2: Strategic Tourism Marketing Planning3 Situation Analysis 4 Tourism Marketing Planning, Implementation and Control Part 3: Inter-organisational Collaboration5 Inter-organisational Collaboration: Concepts and Theories6 Types and Stages of Inter-organisational Collaboration 7 Collaborative Effectiveness and Inter-organisationalPart 4: Tourism Marketing Collaboration in Practice8 Global Airline Alliances 9 Hotel Consortia 10 Destination Collaboration Part 5: From Competition to Collaboration in the Tourism Industry11 Conclusions References Index

“This well-written, innovative, ground-breaking text lifts our knowledge of tourism marketing to another level and adds scholarly insight into our understanding of the topic. This is a strong addition to the tourism literature and I recommend it without reservation.”