Hospitality and travel marketing /
Morrison, Alastair M.
Hospitality and travel marketing / - 2nd ed. - Albany, N.Y. : Delmar Publishers, c1996. - x, 567 p., [8] p. of plates : ill. (some col.) ; 24 cm.
Includes bibliographical references and index.
Introduction to marketing -- Marketing defined -- Marketing hospitality and travel services -- Hospitality and travel marketing system -- Planning: research and analysis -- Customer behavior -- Analyzing marketing opportunities -- Marketing research -- Planning: marketing strategy and planning -- Marketing strategy: marketing strategy: market segmentation and trends -- Marketing strategy: strategies, target markets, marketing mix, positioning, and marketing objectives -- Marketing plan and the eight ps -- Implementing the marketing plan -- Product development and partnership -- People: services and service quality -- Packaging and programming -- Distribution mix and the travel trade -- Communications and the promotional mix -- Advertising -- Sales promotion and merchandising -- Personal selling and sales management -- Public relations and publicity -- Pricing -- Controlling and evaluating the plan -- Marketing management, evaluation, and control. pt. 1. ch. 1. ch. 2. ch. 3. pt. 2. ch. 4. ch. 5. ch. 6. pt. 3. ch. 7. ch. 8. ch. 9. pt. 4. ch. 10. ch. 11. ch. 12. ch. 13. ch. 14. ch. 15. ch. 16. ch. 17. ch. 18. ch. 19. pt. 5. ch. 20.
0827366205 9780827366206
95019700
Hospitality industry--Marketing.
Tourism--Marketing.
338.4791
Hospitality and travel marketing / - 2nd ed. - Albany, N.Y. : Delmar Publishers, c1996. - x, 567 p., [8] p. of plates : ill. (some col.) ; 24 cm.
Includes bibliographical references and index.
Introduction to marketing -- Marketing defined -- Marketing hospitality and travel services -- Hospitality and travel marketing system -- Planning: research and analysis -- Customer behavior -- Analyzing marketing opportunities -- Marketing research -- Planning: marketing strategy and planning -- Marketing strategy: marketing strategy: market segmentation and trends -- Marketing strategy: strategies, target markets, marketing mix, positioning, and marketing objectives -- Marketing plan and the eight ps -- Implementing the marketing plan -- Product development and partnership -- People: services and service quality -- Packaging and programming -- Distribution mix and the travel trade -- Communications and the promotional mix -- Advertising -- Sales promotion and merchandising -- Personal selling and sales management -- Public relations and publicity -- Pricing -- Controlling and evaluating the plan -- Marketing management, evaluation, and control. pt. 1. ch. 1. ch. 2. ch. 3. pt. 2. ch. 4. ch. 5. ch. 6. pt. 3. ch. 7. ch. 8. ch. 9. pt. 4. ch. 10. ch. 11. ch. 12. ch. 13. ch. 14. ch. 15. ch. 16. ch. 17. ch. 18. ch. 19. pt. 5. ch. 20.
0827366205 9780827366206
95019700
Hospitality industry--Marketing.
Tourism--Marketing.
338.4791