Hospitality and travel marketing

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Title:

Author:

Morrison, Alastair M.

ISBN:

9780766816053

Personal Author:

Morrison, Alastair M.

Edition:

3rd ed.

Publication Information:

Albany, NY : Delmar Thomson Learning, c2002.

Physical Description:

xviii, 625 p. : ill. ; 26 cm.

Contents:

Introduction to Marketing -- Marketing Defined -- Marketing Hospitality and Travel Services -- Hospitality and Travel Marketing System -- Planning: Research and Analysis -- Customer Behavior -- Analyzing Marketing Opportunities -- Marketing Research -- Planning: Marketing Strategy and Planning -- Marketing Strategy: Market Segmentation and Trends -- Marketing Strategy: Strategies, Target Markets, Marketing Mix, Positioning, and Marketing Objectives -- Marketing Plan and the Eight Ps -- Implementing the Marketing Plan -- Product Development and Partnership -- People: Services and Service Quality -- Packaging and Programming -- Distribution Mix and the Travel Trade -- Communications and the Promotional Mix -- Advertising -- Sales Promotion and Merchandising -- Personal Selling and Sales Management -- Public Relations and Publicity -- Pricing -- Controlling and Evaluating the Plan -- Marketing Management, Evaluation, and Control.

Abstract:

"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." -- BOOK JACKET.

Subject Term:

Hospitality industry -- Marketing.

Tourism -- Marketing.

Bars (Drinking establishments)

Food service -- Marketing.

Accueil (Tourisme) -- Marketing.

Tourisme -- Marketing.

Hospitality industry -- Marketing. (OCoLC)fst00961149

Tourism -- Marketing. (OCoLC)fst01153181

Electronic Access:

Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy1514/2001028449-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy1514/2001028449-d.html
Table of contents only http://catdir.loc.gov/catdir/enhancements/fy1514/2001028449-t.html

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Summary

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