Hospitality & Travel Marketing / Edition 3

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Overview

For those who are seeking a career in hospitality, hotel, and restaurant management, this edition of Hospitality and Travel Marketing expresses the relationship between marketing and the tourism industry, and emphasizes a broader marketing perspective through collaborative efforts between hotels, airlines, restaurants, and travel agencies. Written to engage readers in understanding all aspects of marketing, some of the topics covered include: research and analysis; plans and strategies; marketing segmentation and trends; product development; partnership; people and service; packaging; the distribution mix and the travel trade; communications; advertising; sales promotion and merchandising; sales management; personal selling; public relations; and pricing and evaluation. The book is organized around the Hospitality and Travel Marketing System model which serves as a guide to understanding marketing functions and related techniques. Complete with references, web links, and four-color insert, this book presents a common sense approach to the principles of Hospitality and Travel Marketing.

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Product Details

  • ISBN-13: 9780766816053
  • Publisher: Cengage Learning
  • Publication date: 7/20/2001
  • Edition description: REV
  • Edition number: 3
  • Pages: 648
  • Product dimensions: 10.10 (w) x 8.20 (h) x 1.30 (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: Marketing Defined. Chapter 2: Marketing Hospitality and Travel Services. Chapter 3: The Hospitality and Travel Marketing Systems. Chapter 4: Customer Behavior. Chapter 5: Analyzing Marketing Opportunities. Chapter 6: Marketing Research. Chapter 7: Marketing Strategy: Market Segmentation and Trends. Chapter 8: Marketing Strategy: 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 the 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. Chapter 20: Marketing Management, Evaluation and Control. Appendix. Glossary.

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