Wearne, Neil.
Hospitality marketing / Neil Wearne. - New Delhi, India : Global Books & Subscription Services, 2001. - xvi, 352 p. : ill. ; 25 cm.
Introduction -- 1. The marketing function -- 2. The marketing environment -- 3. The marketing mix -- 4. Market analysis -- 5. Segmentation by purchase motivations -- 6. The customer mix -- 7. Target marketing -- 8. The product mix -- 9. The service concept -- 10. Service strategies -- 11. Marketing management -- 12. The planning discipline -- 13. The marketing audit -- 14. The marketing information system -- 15. Market and marketing research -- 16. Sustainable competitive advantage -- 17. Positioning -- 18. Local hotel strategies -- 19. Positioning strategies -- 20. Strategic solutions -- 21. Growth strategies -- 22. Pricing strategies -- 23. Promotion strategies -- 24. In-reach sales tactics -- 25. Out-reach sales tactics -- 26. Advertising strategies -- 27. Advertising: creative strategies -- 28. Advertising: media and budgets -- 29. Sales promotion, publicity strategies -- 30. Direct marketing strategies -- 31. Product development strategies -- 32. Forecasting market demand -- 33. Product strategies -- Index.
8175120177 (pbk.)
Hospitality industry--Marketing.
Advertising--Hospitality industry.
Hospitality industry--Management.
647.940688 / WEA
Hospitality marketing / Neil Wearne. - New Delhi, India : Global Books & Subscription Services, 2001. - xvi, 352 p. : ill. ; 25 cm.
Introduction -- 1. The marketing function -- 2. The marketing environment -- 3. The marketing mix -- 4. Market analysis -- 5. Segmentation by purchase motivations -- 6. The customer mix -- 7. Target marketing -- 8. The product mix -- 9. The service concept -- 10. Service strategies -- 11. Marketing management -- 12. The planning discipline -- 13. The marketing audit -- 14. The marketing information system -- 15. Market and marketing research -- 16. Sustainable competitive advantage -- 17. Positioning -- 18. Local hotel strategies -- 19. Positioning strategies -- 20. Strategic solutions -- 21. Growth strategies -- 22. Pricing strategies -- 23. Promotion strategies -- 24. In-reach sales tactics -- 25. Out-reach sales tactics -- 26. Advertising strategies -- 27. Advertising: creative strategies -- 28. Advertising: media and budgets -- 29. Sales promotion, publicity strategies -- 30. Direct marketing strategies -- 31. Product development strategies -- 32. Forecasting market demand -- 33. Product strategies -- Index.
8175120177 (pbk.)
Hospitality industry--Marketing.
Advertising--Hospitality industry.
Hospitality industry--Management.
647.940688 / WEA