TY  - BOOK
AU  - Nykiel,Ronald A.
TI  - Marketing in the hospitality industry
SN  - 9780866123556
AV  - TX911.3.M3 N94 2011
U1  - 647.940688 23
PY  - 2011///]
CY  - East Lansing, Michigan
PB  - American Hotel & Lodging, Educational Institute
KW  - Hospitality industry
KW  - Marketing
N1  - Includes bibliographical references (pages 321-323) and index; 1. Understanding the Hospitality Industry -- 2. Market Segmentation and the Hospitality Industry -- 3. Positioning in Line with Consumer Preferences -- 4. The Channels of Distribution -- 5. Consumers and Marketing in Perspective -- 6. Applying Key Marketing Methodologies: Marketing Research -- 7. Applying Key Marketing Methodologies: Sales --  8. Applying Key Marketing Methodologies: Customer Service -- 9. Applying Key Marketing Methodologies: Advertising --  10. Applying Key Marketing Methodologies: Public Relations -- 11. Applying Key Marketing Methodologies: Promotions -- 12. Applying Key Marketing Methodologies: Packaging -- 13. Applying Key Marketing Methodologies: Collateral Materials and Promotional Support -- 14. Technology and Marketing in Perspective -- 15. Applying Key Marketing Methodologies: Database Marketing -- 16. Applying Key Marketing Methodologies: Electronic Marketing -- 17. Applying Key Marketing Methodologies: Understanding Rates and Fares -- 18. Applying Key Marketing Methodologies: Pricing Strategies -- 19. Applying Key Marketing Methodologies: Revenue Maximization -- 20. Practical Ways to Maximize Marketing -- 21. The Marketing Budget -- 22. The Hotel/Unit Marketing Plan -- 23. The Corporate/Multi-Unit Marketing Plan -- 24. Marketing and the Law -- 25. Marketing, Research, and Operations
ER  -