Professor Morrison is a Distinguished Professor Emeritus specializing in the area of tourism and hospitality marketing in the Department of Hospitality and Tourism Management at Purdue University, West Lafayette, Indiana, USA and the CEO of Belle Tourism International Consulting (Shanghai), Ltd. (BTI). In addition to having lived and worked in five different countries, Professor Morrison has had a wide variety of experience in the global tourism industry. Most recently he has provided marketing and development advice in over 30 different countries. Since 2000, he has completed more than 30 individual destination marketing and planning projects in China, including as the Team Leader for the Strategic Marketing Plan for Jiangsu Province and the Marketing Strategies for Ningbo and Shaoxing on behalf of the World Bank.
Hospitality and Travel Marketing / Edition 4by Alastair M. Morrison
Hospitality and Travel Marketing has been a leader among hospitality and tourism management books since 1989. The use of a systematic approach to hospitality and travel marketing makes this a unique resource. Written in a user-friendly style, learners will benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases.… See more details below
Hospitality and Travel Marketing has been a leader among hospitality and tourism management books since 1989. The use of a systematic approach to hospitality and travel marketing makes this a unique resource. Written in a user-friendly style, learners will benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases. Global orientation, and whole-industry coverage of hospitality and tourism set this book apart. A focus on destination marketing and others parts of tourism, along with case examples from around the world, address the need for global experience in the industry. The content draws upon the authors' experience in the hospitality and travel marketing industry, as well as teaching experience from around the globe including the USA, Canada, Europe, Asia, and Australia. Hospitality and Travel Marketing reflects all of the latest trends in the field, including Internet marketing and e-commerce, loyalty marketing, brand extension marketing, and destination branding.
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Table of Contents
Chapter 1: Intro to Marketing. Chapter 2: Marketing Hospitality and Travel Services. Chapter 3: The Hospitality and Travel Marketing System. Chapter 4: Customer Behavior. Chapter 5: analyzing Marketing Opportunities. Chapter 6: Marketing research. Chapter 7: Marketing Strategy: Market Segmentation and Trends. Chapter 8: Strategies, Positioning, and Marketing Objectives. Chapter 9: The Marketing Plan and the 8 P''s. Chapter 10: Product Development and Partnership. Chapter 11: People: Services and Service Quality. Chapter 12: Packaging and Programming. Chapter 13: The Distribution Mix and the Travel Trade. Chapter 14: Communications and th Promotional Mix. Chapter 15: Advertising. Chapter 16: Sales Promotion and Merchandising. Chapter 17: Personal Selling and Sales Management. Chapter 18: Public Relations and Publicity. Chapter 19: Pricing.
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