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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@
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_dYDXCP
_dBTCTA
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_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.
300 _axxv, 786 pages :
_billustrations (some colour) ;
_c26 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
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
650 0 _aTourism
_xMarketing.
_9712852
907 _a.b11614286
_b06-09-21
_c27-10-15
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