Hospitality and travel marketing /
By: Morrison, Alastair M.
Publisher: Albany, N.Y. : Delmar Publishers, c1996Edition: 2nd ed.Description: x, 567 p., [8] p. of plates : ill. (some col.) ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0827366205; 9780827366206.Subject(s): Hospitality industry -- Marketing | Tourism -- MarketingDDC classification: 338.4791Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 338.4791 (Browse shelf(Opens below)) | 1 | Available | 0045283 | ||
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 338.4791 (Browse shelf(Opens below)) | 1 | Available | 0039839 |
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Includes bibliographical references and index.
pt. 1. Introduction to marketing -- ch. 1. Marketing defined -- ch. 2. Marketing hospitality and travel services -- ch. 3. Hospitality and travel marketing system -- pt. 2. Planning: research and analysis -- ch. 4. Customer behavior -- ch. 5. Analyzing marketing opportunities -- ch. 6. Marketing research -- pt. 3. Planning: marketing strategy and planning -- ch. 7. Marketing strategy: marketing strategy: market segmentation and trends -- ch. 8. Marketing strategy: strategies, target markets, marketing mix, positioning, and marketing objectives -- ch. 9. Marketing plan and the eight ps -- pt. 4. Implementing the marketing plan -- ch. 10. Product development and partnership -- ch. 11. People: services and service quality -- ch. 12. Packaging and programming -- ch. 13. Distribution mix and the travel trade -- ch. 14. Communications and the promotional mix -- ch. 15. Advertising -- ch. 16. Sales promotion and merchandising -- ch. 17. Personal selling and sales management -- ch. 18. Public relations and publicity -- ch. 19. Pricing -- pt. 5. Controlling and evaluating the plan -- ch. 20. Marketing management, evaluation, and control.