Title:
Hospitality and travel marketing
Author:
Morrison, Alastair M.
ISBN:
9781418016555
9781435486867
Personal Author:
Edition:
4th ed.
Publication Information:
Clifton Park, NY : Delmar Cengage Learning, 2010.
Physical Description:
xxv, 786 pages : illustrations (some color) ; 27 cm
Contents:
1. Marketing Defined -- 2. Marketing Hospitality and Travel Services -- 3. The Hospitality and Travel Marketing Systems -- 4. Customer Behavior -- 5. Analyzing Marketing Opportunities -- 6. Marketing Research -- 7. Marketing Strategy: Market Segmentation and Trends -- 8. Marketing Strategy: Strategies, Positioning, and Marketing Objectives -- 9. The Marketing Plan and the 8 Ps -- 10. Product Development and Partnership -- 11. People: Services and Service Quality -- 12. Packaging and Programming -- 13. The Distribution Mix and the Travel Trade -- 14. Communications and the Promotional Mix -- 15. Advertising -- 16. Sales Promotion and Merchandising -- 17. Personal Selling and Sales Management -- 18. Public Relations and Publicity -- 19. Pricing -- 20. Marketing Management, Evaluation and Control.
Abstract:
"Global orientation, and whole-industry coverage of hospitality and tourism set this book apart. This systematic approach to hospitality and travel marketing is written in a user-friendly style. Readers will benefit from the practical nature, and excellent use of relevant and up-to-date cases. Global experience in the industry is emphasized through content on destination marketing and others parts of tourism, along with case examples from around the world. The content draws upon the author's experience in the hospitality and travel marketing industry, as well as teaching experience from around the globe including the USA, Canada, Europe, Asia, and Australia. Hospitality and Travel Marketing reflects all of the latest trends in the field, including Internet marketing and e-commerce, loyalty marketing, brand extension marketing, and destination branding." --distributor.
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