000 | 02823cam a22003854i 4500 | ||
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005 | 20221101223454.0 | ||
008 | 100210s2010 nyua b 001 0 eng d | ||
011 | _aBIB MATCHES WORLDCAT | ||
020 | _a1418016551 | ||
020 | _a9781418016555 | ||
035 | _a(ATU)b11614286 | ||
035 | _a(OCoLC)388095765 | ||
040 |
_aAU@ _beng _erda _cAU@ _dYDXCP _dBTCTA _dBAKER _dBWX _dATU |
||
082 | 0 | 4 |
_a647.940688 _222 |
100 | 1 |
_aMorrison, Alastair M., _eauthor. _91026056 |
|
245 | 1 | 0 |
_aHospitality and travel marketing / _cAlastair M. Morrison. |
246 | 3 | 4 | _aHospitality & travel marketing. |
250 | _aFourth edition. | ||
264 | 1 |
_aClifton Park, NY : _bDelmar Cengage Learning, _c2010. |
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300 |
_axxv, 786 pages : _billustrations (some colour) ; _c26 cm |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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504 | _aIncludes bibliographical references and index. | ||
505 | 0 | 0 |
_tPreface -- _tAbout the Author -- _gPt. I. _tIntroduction to Marketing -- _gCh. 1. _tMarketing Defined -- _gCh. 2. _tMarketing Hospitality and Travel Services -- _gCh. 3. _tThe Hospitality and Travel Marketing System -- _gPt. II. _tPlanning: Research and Analysis -- _gCh. 4. _tCustomer Behavior -- _gCh. 5. _tAnalyzing Marketing Opportunities -- _gCh. 6. _tMarketing Research -- _gPt. III. _tPlanning: Marketing Strategy and Planning -- _gCh. 7. _tMarketing Strategy: Market Segmentation and Trends -- _gCh. 8. _tMarketing Strategy: Strategies, Target Markets, Marketing Mix, Positioning, and Marketing Objectives -- _gCh. 9. _tThe Marketing Plan and the Eight Ps -- _gPt. IV. _tImplementing the Marketing Plan -- _gCh. 10. _tProduct Development and Partnership -- _gCh. 11. _tPeople: Services and Service Quality -- _gCh. 12. _tPackaging and Programming -- _gCh. 13. _tThe Distribution 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. V. _tControlling and Evaluating the Plan -- _gCh. 20. _tMarketing Management, Evaluation, and Control -- _tAppendices -- _tGlossary. |
588 | _aMachine converted from AACR2 source record. | ||
650 | 0 |
_aHospitality industry _xMarketing _9712952 |
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650 | 0 |
_aTourism _xMarketing. _9712852 |
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