Hospitality and travel marketing /
Morrison, Alastair M.,
Hospitality and travel marketing / Hospitality & travel marketing. Alastair M. Morrison. - Fourth edition. - xxv, 786 pages : illustrations (some colour) ; 26 cm
Includes bibliographical references and index.
Preface -- About the Author -- Introduction to Marketing -- Marketing Defined -- Marketing Hospitality and Travel Services -- The Hospitality and Travel Marketing System -- Planning: Research and Analysis -- Customer Behavior -- Analyzing Marketing Opportunities -- Marketing Research -- Planning: Marketing Strategy and Planning -- Marketing Strategy: Market Segmentation and Trends -- Marketing Strategy: Strategies, Target Markets, Marketing Mix, Positioning, and Marketing Objectives -- The Marketing Plan and the Eight Ps -- Implementing the Marketing Plan -- Product Development and Partnership -- People: Services and Service Quality -- Packaging and Programming -- The 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 -- Appendices -- Glossary. Pt. I. Ch. 1. Ch. 2. Ch. 3. Pt. II. Ch. 4. Ch. 5. Ch. 6. Pt. III. Ch. 7. Ch. 8. Ch. 9. Pt. IV. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Ch. 18. Ch. 19. Pt. V. Ch. 20.
1418016551 9781418016555
Hospitality industry--Marketing
Tourism--Marketing.
647.940688
Hospitality and travel marketing / Hospitality & travel marketing. Alastair M. Morrison. - Fourth edition. - xxv, 786 pages : illustrations (some colour) ; 26 cm
Includes bibliographical references and index.
Preface -- About the Author -- Introduction to Marketing -- Marketing Defined -- Marketing Hospitality and Travel Services -- The Hospitality and Travel Marketing System -- Planning: Research and Analysis -- Customer Behavior -- Analyzing Marketing Opportunities -- Marketing Research -- Planning: Marketing Strategy and Planning -- Marketing Strategy: Market Segmentation and Trends -- Marketing Strategy: Strategies, Target Markets, Marketing Mix, Positioning, and Marketing Objectives -- The Marketing Plan and the Eight Ps -- Implementing the Marketing Plan -- Product Development and Partnership -- People: Services and Service Quality -- Packaging and Programming -- The 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 -- Appendices -- Glossary. Pt. I. Ch. 1. Ch. 2. Ch. 3. Pt. II. Ch. 4. Ch. 5. Ch. 6. Pt. III. Ch. 7. Ch. 8. Ch. 9. Pt. IV. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14. Ch. 15. Ch. 16. Ch. 17. Ch. 18. Ch. 19. Pt. V. Ch. 20.
1418016551 9781418016555
Hospitality industry--Marketing
Tourism--Marketing.
647.940688