TY  - BOOK
AU  - Morrison,Alastair M.
TI  - Hospitality and travel marketing
SN  - 1418016551
U1  - 647.940688 22
PY  - 2010///
CY  - Clifton Park, NY
PB  - Delmar Cengage Learning
KW  - Hospitality industry
KW  - Marketing
KW  - Tourism
N1  - Includes bibliographical references and index; Preface --; About the Author --; Pt. I; Introduction to Marketing --; Ch. 1; Marketing Defined --; Ch. 2; Marketing Hospitality and Travel Services --; Ch. 3; The Hospitality and Travel Marketing System --; Pt. II; Planning: Research and Analysis --; Ch. 4; Customer Behavior --; Ch. 5; Analyzing Marketing Opportunities --; Ch. 6; Marketing Research --; Pt. III; Planning: Marketing Strategy and Planning --; Ch. 7; Marketing Strategy: Market Segmentation and Trends --; Ch. 8; Marketing Strategy: Strategies, Target Markets, Marketing Mix, Positioning, and Marketing Objectives --; Ch. 9; The Marketing Plan and the Eight Ps --; Pt. IV; Implementing the Marketing Plan --; Ch. 10; Product Development and Partnership --; Ch. 11; People: Services and Service Quality --; Ch. 12; Packaging and Programming --; Ch. 13; The 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. V; Controlling and Evaluating the Plan --; Ch. 20; Marketing Management, Evaluation, and Control --; Appendices --; Glossary
ER  -