000 02184cam a2200349 a 4500
001 32509522
003 OCoLC
005 20210921173053.0
008 950504s1996 nyuaf b 001 0 eng
010 _a95019700
020 _a0827366205
020 _a9780827366206
040 _aDLC
_cDLC
_dNOR
_dWaOLN
049 _aLQIA
082 0 _a338.4791
100 1 _aMorrison, Alastair M.
_919416
245 1 0 _aHospitality and travel marketing /
250 _a2nd ed.
260 _aAlbany, N.Y. :
_bDelmar Publishers,
_cc1996.
300 _ax, 567 p., [8] p. of plates :
_bill. (some col.) ;
_c24 cm.
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
504 _aIncludes bibliographical references and index.
505 0 0 _gpt. 1.
_tIntroduction to marketing --
_gch. 1.
_tMarketing defined --
_gch. 2.
_tMarketing hospitality and travel services --
_gch. 3.
_tHospitality and travel marketing system --
_gpt. 2.
_tPlanning: research and analysis --
_gch. 4.
_tCustomer behavior --
_gch. 5.
_tAnalyzing marketing opportunities --
_gch. 6.
_tMarketing research --
_gpt. 3.
_tPlanning: marketing strategy and planning --
_gch. 7.
_tMarketing strategy: marketing strategy: market segmentation and trends --
_gch. 8.
_tMarketing strategy: strategies, target markets, marketing mix, positioning, and marketing objectives --
_gch. 9.
_tMarketing plan and the eight ps --
_gpt. 4.
_tImplementing the marketing plan --
_gch. 10.
_tProduct development and partnership --
_gch. 11.
_tPeople: services and service quality --
_gch. 12.
_tPackaging and programming --
_gch. 13.
_tDistribution mix and the travel trade --
_gch. 14.
_tCommunications and the promotional mix --
_gch. 15.
_tAdvertising --
_gch. 16.
_tSales promotion and merchandising --
_gch. 17.
_tPersonal selling and sales management --
_gch. 18.
_tPublic relations and publicity --
_gch. 19.
_tPricing --
_gpt. 5.
_tControlling and evaluating the plan --
_gch. 20.
_tMarketing management, evaluation, and control.
650 0 _aHospitality industry
_xMarketing.
650 0 _aTourism
_xMarketing.
_932844
902 _a140729
907 _a.b10275381
_bsmmai
_c-
942 _n0
_2ddc
998 _b1
_c990101
_dm
_ea
_g0
999 _c26760
_d26760