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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|