Hospitality and Travel Marketing / Edition 4

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Global orientation, and whole-industry coverage of hospitality and tourism set this book apart. This systematic approach to hospitality and travel marketing is written in a user-friendly style. Readers will benefit from the practical nature, and excellent use of relevant and up-to-date cases. Global experience in the industry is emphasized through content on destination marketing and others parts of tourism, along with case examples from around the world. 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. Benefits: Provides readers with a systematic approach to marketing summarized in the PRICE model that can be applied in all sectors of hospitality and tourism Morrison's 8 Ps have gained universal acceptance by practitioners worldwide in tourism and hospitality, as a valid and practical extension of McCarthy's 4P marketing mix model Every chapter has a short sidebar feature discussing an application of technology related to the chapter content Interesting tidbits of information contained on 'Did You Know' features relates to marketing, and hospitality and travel customers Web site links to all the organizations discussed in the chapter, and to other useful web sites are located at the end of each chapter A systematic and practical approach to developing a marketing plan for a hospitality and tourism organization NEW! Global Perspective: The Bigger Picture feature provides case examples from hospitality and tourism organizations outside of the USA NEW! New material has been added on international cases and examples, and on interactive/Internet marketing

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Editorial Reviews

From the Publisher
This is the text I currently use and am quite happy with it. I have used it for two sememsters and feel that as I teach the class more often, should be able to get more utility out of the text. the greatest strength of the text is that it addresses marketing concedpts specific to travel and tourism, a problem we have had in the past, prior to adoption of this book.

The strength of this particular text is the strong emphasis on the relationship between marketing and the tourism industry. It is specifically written with the industry in mind. The author's tone and writing style are very positive and user friendly.

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Product Details

  • ISBN-13: 9781418016555
  • Publisher: Cengage Learning
  • Publication date: 4/20/2009
  • Series: Travel and Tourism Series
  • Edition description: New Edition
  • Edition number: 4
  • Pages: 786
  • Sales rank: 669,652
  • Product dimensions: 8.10 (w) x 10.00 (h) x 1.20 (d)

Meet the Author

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.

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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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