Marketing essentials in hospitality and tourism : foundations and practices / Stowe Shoemaker and Margaret Shaw
Material type:
TextPublication details: Columbus : Pearson Prentice Hall, c2008Description: xxv, 610 pages : illustrations ; 28 cmISBN: - 135132711
- TX 911.3.M3 .S56 2008
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National University - Manila | LRC - Main General Circulation | Hospitality Management | GC TX 911.3.M3 .S56 2008 (Browse shelf(Opens below)) | c.1 | Available | NULIB000000444 |
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| GC TX 911.3.M3 .K68 2006 Marketing for hospitality and tourism / | GC TX 911.3.M3 .K68 2010 Marketing for hospitality and tourism / | GC TX 911.3.M3 .K68 2014 Marketing for hospitality and tourism / | GC TX 911.3.M3 .S56 2008 Marketing essentials in hospitality and tourism : foundations and practices / | GC TX 911.3.M4 .C53 2016 Marketing hotels and tourism online : website : make your website engage, convert and get more direct bookings / | GC TX 911.3.M24 .M55 2007 c.1 An Introduction to restaurant management : Customers, operations, and employees / | GC TX 911.3.M24 .M55 2007 c.2 An Introduction to restaurant management : Customers, operations, and employees / |
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.
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