Marketing essentials in hospitality and tourism : foundations and practices / Stowe Shoemaker and Margaret Shaw

By: Contributor(s): Material type: TextTextPublication details: Columbus : Pearson Prentice Hall, c2008Description: xxv, 610 pages : illustrations ; 28 cmISBN:
  • 135132711
Subject(s): LOC classification:
  • TX 911.3.M3 .S56 2008
Contents:
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.
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Main General Circulation Hospitality Management GC TX 911.3.M3 .S56 2008 (Browse shelf(Opens below)) c.1 Available NULIB000000444

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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