The urgently increasing need of global governance is evident because of rapid globalization in a world of 200 coexisting sovereign states and much more participants, such as multinational enterprises and non governmental organizations, without a global authority. Thus the study of international institutions and global governance has to play a central role in the study of international “political” economy. For this reason the Centre for the Study of International Institutions (CSI) was founded in 2000 at the University of Innsbruck to carry out independent research and to provide teaching programs on international institutions to the students of social and economic sciences.

This volume offers a fundamental understanding of future marketing challenges in tourism. It provides important and detailed results, solutions and tools for crises management and tourism marketing after crises, cooperative branding, price management from a customer perspective, adding value through IT solutions, methods to increase marketing efficiency, steps towards an integrated promotion of places. The book of the International Association of Scientific Experts in Tourism (AIEST) contributes many strictly proofed insights and solutions for an efficient and effective marketing management in tourism. It presents the central perspectives for modern marketing in the main fields of the tourism industry. The book is written by 44 authors of 14 nations. Therefore readers will obtain the most important internationally results for marketing in the tourism business.