Hospitality and travel marketing

著者

• Morrison, Alastair M.

書誌事項

Hospitality and travel marketing

Alastair M. Morrison

Delmar, c1989

注記

Includes bibliographical references and index

内容説明・目次

内容説明

This book should be of interest to HND/diploma courses in tourism management.

目次

Part I: Introduction to marketing. Marketing defined. Differences between marketing products and hospitality/travel services. The hospitality and travel marketing system. Part II: Planning: research and analysis. Customer behavior in the hospitality and travel industry. Analyzing market opportunities. Marketing research. Part III: Planning: strategy, positioning and objectives. Marketing segmentation and trends. The marketing plan and the eight "P's" of hospitality marketing. Part IV: Implementing the marketing mix. The product/service mix and people. Packaging and promotion. The distribution mix and the travel trade. Communications and the promotional mix. Advertising. Sales promotion and merchandising. Personal selling and sales management. Public relations and publicity. Pricing. Part V: Controlling, measuring and evaluating the plan. Marketing management, evaluation and control.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA66058253
• ISBN:
  • 0827329385
• LCCN: 88025610
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Albany
• ページ数/冊数: xi, 532 p., [16] p. of plates
• 大きさ: 24 cm
• 分類:
  • LCC : TX911.3.M3
  • DC19 : 647/.94/0688
• 件名:
  • LCSH : Hotels -- Marketing
  • LCSH : Motels -- Marketing
  • LCSH : Food service -- Marketing
  • LCSH : Tourism -- Marketing