Marketing essentials in hospitality and tourism : foundations and practices /
Shoemaker, Stowe
Marketing essentials in hospitality and tourism : foundations and practices / Stowe Shoemaker and Margaret Shaw - Columbus : Pearson Prentice Hall, c2008 - xxv, 610 pages : illustrations ; 28 cm.
Includes index.
Part I Introduction to hospitality marketing: The Concept of marketing -- Marketing services -- The Marketing mix and the product life cycle -- Relationship and loyalty marketing -- Part II Integration: The Marketing plan -- Part III Strategic marketing: Strategic marketing -- Competition and the marketing environment -- Part IV The Marketplace: Understanding individual customers -- Understanding organizational customers -- Understanding tourism markets Part V Functional strategies: Advertising, merchandising, and public relations -- Personal selling and sales promotions -- Differentiation, segmentation, and target marketing -- Market positioning and branding -- The Pricing decision -- Channels of distribution.
135132711
HOSPITALITY INDUSTRY -- MARKETING
TX 911.3.M3 .S56 2008
Marketing essentials in hospitality and tourism : foundations and practices / Stowe Shoemaker and Margaret Shaw - Columbus : Pearson Prentice Hall, c2008 - xxv, 610 pages : illustrations ; 28 cm.
Includes index.
Part I Introduction to hospitality marketing: The Concept of marketing -- Marketing services -- The Marketing mix and the product life cycle -- Relationship and loyalty marketing -- Part II Integration: The Marketing plan -- Part III Strategic marketing: Strategic marketing -- Competition and the marketing environment -- Part IV The Marketplace: Understanding individual customers -- Understanding organizational customers -- Understanding tourism markets Part V Functional strategies: Advertising, merchandising, and public relations -- Personal selling and sales promotions -- Differentiation, segmentation, and target marketing -- Market positioning and branding -- The Pricing decision -- Channels of distribution.
135132711
HOSPITALITY INDUSTRY -- MARKETING
TX 911.3.M3 .S56 2008