9780766816053

Hospitality and Travel Marketing

by
  • ISBN13:

    9780766816053

  • ISBN10:

    0766816052

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 7/20/2001
  • Publisher: Cengage Learning
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List Price: $259.95

Summary

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, extensive appendices, and four-color insert, this book presents a common sense approach to the principles of Hospitality and Travel Marketing.

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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