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Marketing Essentials in Hospitality and Tourism: Foundations and Practices, 1st edition

  • Stowe C Shoemaker
  • Margaret Shaw

Published by Pearson (August 6th 2007) - Copyright © 2008

1st edition

Marketing Essentials in Hospitality and Tourism: Foundations and Practices

ISBN-13: 9780131708273

Includes: Paperback
Free delivery
$138.66 $173.32

What's included

  • Paperback

    You'll get a bound printed text.

Overview

Marketing Essentials in Hospitality and Tourism: Foundations and Practices provides readers with an introduction to hospitality marketing and the basics of its many different components. KEY TOPICS: With a succinct three-part format, it introduces basic marketing concepts, discusses strategic marketing and the marketplace, and ends with functional strategies that can be used to increase competitive advantage. Tourism applications, interviews with industry executives and case studies provide a glimpse at the real-world of hospitality and tourism, while contemporary examples demonstrate how marketing techniques are used to increase the chances of success. Anyone interested in marketing for the Hospitality, Travel, Tourism industry.

Table of contents

Table of Contents

 

PART I: INTRODUCTION

1.      THE Concept of Marketing

2.      Marketing Services

3.      The Marketing Mix and the Product/Service Mix

4.      Relationship and Loyalty Marketing

5.      The Marketing Plan

 

PART II: STRATEGIC MARKETING AND THE MARKETPLACE

6.      Strategic Marketing

7.      Competition and the Marketing Environment

8.      Understanding Individual Customers

9.      Understanding Organizational Customers

10.  Understanding Tourism Markets

 

PART III: FUNCTIONAL STRATEGIES

11.  Advertising, merchandising, and public Relations

12.  Personal Selling and Sales Promotions

13.  Differentiation, Segmentation, and Target Marketing

14.  Market Positioning and Branding

15.  The Pricing Decision

16.  Channels of Distribution

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