Hospitality and travel marketing

Type:
boek
Titel:
Hospitality and travel marketing
Auteur:
Morrison, Alastair M.
Jaar:
2002
Taal:
Engels
Uitgever:
Albany : Delmar, 2002
Paginering:
XVIII, 625 p. : ill.
Plaatsnummer:
SQR.375.52 MORR 02 (Luipaardstraat Kortrijk)
ISBN:
0766816052
Onderwerp:
Toerisme Marketing
Samenvatting:
I. INTRODUCTION TO MARKETING 1. Marketing defined 2. Marketing hospitality and travel services 3. The hospitality and travel marketing system II. PLANNING: RESEARCH AND ANALYSIS 4. Customer behavior 5. Analyzing marketing opportunities 6. Marketing research III. PLANNING: MARKETING STRATEGY AND PLANNING 7. Marketing strategy: market segmentation and trends 8. Marketing strategy: strategies, positioning, and marketing objectives 9. The marketing plan and the 8 P's IV. IMPLEMENTING THE MARKETING PLAN 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 V. CONTROLLING AND EVALUATING THE PLAN 20. Marketing management, evaluation, and control
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