Hospitality and travel marketing /
Alastair M. Morrison
- 3rd ed.
- Albany : Delmar Thomson Learning, c2002.
- xviii, 625 p. : ill. (some col.) ; 26 cm.
Pt. I. Introduction to marketing (What is marketing?): 1. Marketing defined. 2. Marketing hospitality and travel services. 3. The hospitality and travel marketing system. - Pt. II Planning: research and analysis (Where are we now?) 4. Customer behavior. 5. Analyzing marketing opportunities. 6. Marketing research. - Pt. III Planning: Marketing strategy and planning (Where would we like to be?) 7. Marketing strategy: market segmentation and trends. 8. Marketing strategy: strategies, positioning, and marketing objectives. 9. The marketing plan and the 8 Ps - Pt. IV Implementing the marketing plan (How do we get there?) 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. Avertising. 16. Sales promotion and merchandising 17. Personal selling and sales management. 18. Public relations and publicity. 19. Pricing. - Pt. V Controlling and evaluating the plan (How do we make sure we get there? How do we know if we got there?) 20. Marketing management, evaluation, and control.