Hospitality and travel marketing

著者

書誌事項

Hospitality and travel marketing

Alastair M. Morrison

Routledge, 2023

5th ed

  • : pbk

大学図書館所蔵 件 / 全3件

この図書・雑誌をさがす

注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

There is a need for a new edition that builds on its strong reputation and updated to reflect the major changes in the marketing environment over the past 10 years especially around social responsibility and technology including social media, online purchasing and booking platforms. The proposed changes are appropriate and will keep the material relevant as the tourism and hospitality recover from the impacts of the recent pandemic. It also give the book a competitive advantage over others. * The book is extremely credible and written by an extremely experienced author. * The range of features that aid understanding and help teach the subject area. The new mini e-marketing cases were seen as a particular strength * Excellent balance of theory and industry examples. Some of the other books available lack relevancy. * The examples and case studies are international and showcase a wide range of issues. * Writing is extremely accessible and appropriate for students approaching this subject for the first time

目次

Part I: Introduction to marketing. 1. Marketing in the contemporary world 2. The hospitality and travel marketing system 3. Societal marketing, social responsibility and social Part II: Planning: Research and analysis. Where are we now? 4. Customer behaviour 5. Market and marketing research 6. Analyzing marketing opportunities Part III: Planning: Marketing strategy and planning. Where would we like to be? 7. Marketing strategy: Market segmentation and trends 8. Marketing strategy: Positioning, image, branding, and alternative strategies 9. The marketing plan and the 8 Ps Part IV: Implementing the marketing plan. How do we get there? 10. Product development and partnerships 11. People: Services and service quality 12. Packaging and programming 13. Place: Online and offline distribution 14. Promotion: Integrated marketing communications 15. Promotion: Information communication technologies and e-marketing 16. Promotion: Marketing on social media platforms 17. Promotion: eCRM and co-creation in marketing 18. Promotion: Advertising, sales promotion and merchandising, personal selling, and public relations 19. Pricing, value, and yield Part V:Controlling and evaluating the plan. How do we make sure we get there? How do we know if we got there? 20. Marketing performance measurement

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