TY  - BOOK
AU  - Morrison,Alastair M.
TI  - Hospitality and travel marketing
SN  - 0766816052 (hbk.)
U1  - 647.940688 
PY  - 2002///
CY  - Albany
PB  - Delmar Thomson Learning
KW  - Hospitality industry
KW  - Marketing
KW  - Tourism
N1  - 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
ER  -