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Hospitality & Travel Marketing / Edition 3
     

Hospitality & Travel Marketing / Edition 3

by Alastair M. Morrison
 

ISBN-10: 0766816052

ISBN-13: 9780766816053

Pub. Date: 07/20/2001

Publisher: Cengage Learning

For students in two and four-year programs who are seeking careers in hospitality, and travel and tourism industry, this edition of Hospitality and Travel Marketing covers the subject areas for these core courses and more! Emphasis is placed on the relationship between marketing and the tourism industry and how a broader marketing perspective is needed through

Overview

For students in two and four-year programs who are seeking careers in hospitality, and travel and tourism industry, this edition of Hospitality and Travel Marketing covers the subject areas for these core courses and more! Emphasis is placed on the relationship between marketing and the tourism industry and how a broader marketing perspective is needed through collaborative efforts between hotels, airlines, restaurants, and travel agencies. Written to engage students 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 objectives, review questions, references, web links, and instructor support tools, this book presents a common sense approach to the principles of Hospitality and Travel Marketing

Product Details

ISBN-13:
9780766816053
Publisher:
Cengage Learning
Publication date:
07/20/2001
Edition description:
REV
Pages:
648
Product dimensions:
10.10(w) x 8.20(h) x 1.30(d)

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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