TY  - BOOK
AU  - Shoemaker, Stowe
AU  - Shaw, Margaret
TI  - Marketing essentials in hospitality and tourism: foundations and practices 
SN  - 135132711
AV  - TX 911.3.M3 .S56 2008 
PY  - 2008///
CY  - Columbus
PB  - Pearson Prentice Hall
KW  - HOSPITALITY INDUSTRY -- MARKETING
N1  - 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
ER  -