Hospitality and Travel Marketing
by Morrison, Alastair M. PhD

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Product Description
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 authors' 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.

Product Information
Binding: Hardcover
Specs: 786 pages | 3.44 Lbs
ISBN: 1418016551
ISBN-13: 9781418016555
Edition: 4
Publisher: Delmar Publishers | Publish Date 04/09 | Copyright 2010

Table Of Contents:

Pt. 1.    Introduction to Marketing (What is Marketing?)
Ch. 1.    Marketing Defined
Ch. 2.    Marketing Hospitality and Travel Services
Ch. 3.    The Hospitality and Travel Marketing System
Pt. 2.    Planning: Researchand Analysis (Where are We Now?)
Ch. 4.    Customer Behavior
Ch. 5.    Analyzing Marketing Opportunities
Ch. 6.    Marketing Research
Pt. 3.    Planning: Marketing Strategy and Planning (Where We Like to Be?)
Ch. 7.    Marketing Strategy: Market Segmentation and Trends
Ch. 8.    Marketing Strategy: Strategies, Positioning, and Marketing Objectives
Ch. 9.    The Marketing Plan and the 8 Ps
Pt. 4.    Implmenting the Marketing Plan (How Do We Get There?)
Ch. 10.    Product Development and Partnership
Ch. 11.    People: Services and Service Quality
Ch. 12.    Packaging and Programming
Ch. 13.    The Distribution Mix and the Travel Trade
Ch. 14.    Communications and the Promotional Mix
Ch. 15.    Advertising
Ch. 16.    Sales Promotion and Merchandising
Ch. 17.    Personal Selling and Sales Management
Ch. 18.    Public Relations and Publicity
Ch. 19.    Pricing
Pt. 5.    Controlling and Evaluating the Plan (How Do We Make Sure We Get There? How Do We Know If We Got There?)
Ch. 20.    Marketing Management, Evaluation, and Control
App. 1.    Industry Profile
App. 2.    Industry Resources

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