Shoemaker, Stowe <br/><br/>
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. 
<br/><br/>Includes index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>135132711 
<br/><br/><label>Subjects--Topical Terms: </label><br/>HOSPITALITY INDUSTRY -- MARKETING
<br/><br/><label>LC Class. No.: </label>TX 911.3.M3 .S56 2008