Hospitality and Travel Marketing

ISBN-10: 0827366205
ISBN-13: 9780827366206
Edition: 2nd 1996
List price: $110.95
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Business Ethics Online content $4.95 $1.99
Add to cart
Study Briefs
Business Law Online content $4.95 $1.99
Add to cart
Study Briefs
Management Online content $4.95 $1.99

Customers also bought

Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $110.95
Edition: 2nd
Copyright year: 1996
Publisher: Delmar Cengage Learning
Publication date: 10/17/1995
Binding: Hardcover
Pages: 592
Size: 8.27" wide x 9.53" long x 1.14" tall
Weight: 2.640
Language: English

Professor Morrison is a Distinguished Professor Emeritus specializing in the area of tourism and hospitality marketing in the Department of Hospitality and Tourism Management at Purdue University, West Lafayette, Indiana, USA and the CEO of Belle Tourism International Consulting (Shanghai), Ltd. (BTI). In addition to having lived and worked in five different countries, Professor Morrison has had a wide variety of experience in the global tourism industry. Most recently he has provided marketing and development advice in over 30 different countries. Since 2000, he has completed more than 30 individual destination marketing and planning projects in China, including as the Team Leader for the Strategic Marketing Plan for Jiangsu Province and the Marketing Strategies for Ningbo and Shaoxing on behalf of the World Bank.

Introduction to Marketing (What Is Marketing?)
Marketing Defined
Definition of Marketing
Evolutionary Eras of Marketing
Developing a Marketing Orientation
Core Principles of Marketing
The Hospitality and Travel Marketing Environment
Increased Importance of Marketing in the Industry
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Marketing Hospitality and Travel Services
What Is Services Marketing?
Why Is Services Marketing Different?
Why Are Hospitality and Travel Services Marketing Different?
Different Marketing Approaches Needed for Hospitality and Travel
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
The Hospitality and Travel Marketing System
Many Different Approaches to Defining Our Industry
The Systems Approach
The Hospitality and Travel Marketing System
Relationship of the System to Strategic and Tactical Marketing Planning
Organization of This Book
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Planning: Research and Analysis (Where Are We Now?)
Customer Behavior
Behavior of Individual Customers
Buying Processes of Individual Customers
Behavior of Organizational Customers
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Analyzing Marketing Opportunities
Analysis for Success
The Situation Analysis
The Market Analysis
The Feasibility Analysis or Study
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Marketing Research
Research: Nourishment for Marketing
Definition of Marketing Research
Reasons for Doing Marketing Research: The Five Cs
Reasons for Not Doing Marketing Research
Using Research in the Hospitality and Travel Marketing System Steps
Key Requirements for Good Research Information
The Marketing Research Process
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Planning: Marketing Strategy and Planning (Where Would We Like To Be?)
Marketing Strategy: Market Segmentation and Trends
Market Segmentation
Segmentation Bases
Market Trends and Segmentation
Changing Segmentation Practices
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Marketing Strategy: Strategies, Positioning, and Marketing Objectives
The Process of Developing a Marketing Strategy and Plan
Market Strategy Formulation
Relationship Marketing and Strategic Alliances
Positioning Approach
Marketing Objectives
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
The Marketing Plan and the 8 Ps
Marketing Plan Definition
Differences between Tactical and Strategic Planning
Requirements for an Effective Marketing Plan
Benefits of Having a Marketing Plan
Contents of a Marketing Plan
Steps Involved in Preparing a Marketing Plan
The 8 Ps of Hospitality and Travel Marketing
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Implementing the Marketing Plan (How Do We Get There?)
Product Development and Partnership
Types and Roles of Hospitality and Travel Industry Organizations
The Product/Service Mix
Product Development Decisions
Partnership
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
People: Services and Service Quality
The Two Main Groups of People: Guests and Hosts
Key Role of People in the Marketing Mix
The Total Quality Management (TQM) Concept
Customer Codes and Guarantees
Employees: Managing Internal Customers for Service Quality
Measuring Service Quality
Relationship Marketing: Treating Guests as People
The Customer Mix
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Packaging and Programming
Definition of Packaging and Programming
Relationship of Packaging and Programming
Reasons for the Popularity of Packages and Programming
Role of Packaging and Programming in Marketing
Packaging Concepts Offered by Industry
Steps in Developing Effective Packages
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
The Distribution Mix and the Travel Trade
The Distribution Mix and the Travel Trade
Individual Travel Intermediaries
On-line Travel Services
Marketing to the Travel Trade
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Communications and the Promotional Mix
Promotion and Communications
Goals of Promotion
The Promotional Mix
Factors Affecting the Promotional Mix
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Advertising
Advertising and the Promotional Mix
Planning the Advertising Effort
Advertising Media Alternatives
Advertising by the Hospitality and Travel Industry
Role of Advertising Agencies
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Sales Promotion and Merchandising
Sales Promotion, Merchandising, and the Promotional Mix
Planning Sales Promotion and Merchandising Efforts
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Personal Selling and Sales Management
Personal Selling and the Promotional Mix
Categories of Personal Selling
Personal Selling Strategies
The Sales Process
The Sales Plan and Sales Management
Personal Selling in the Hospitality and Travel Industry
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Public Relations and Publicity
Public Relations, Publicity, and the Promotional Mix
Hospitality and Travel Industry Publics
Planning Public Relations Efforts
Public Relations Consultants
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Pricing
Pricing's Dual Role
Pricing and Value for Money
Planning Pricing Approaches
Select Pricing Approaches
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Controlling and Evaluating the Plan (How Do We Make Sure We Get There? How Do We Know If We Got There?)
Marketing Management, Evaluation, and Control
Marketing Management--Definition and Components
Marketing Management Benefits
Marketing Organization
Staffing the Marketing Organization
Managing and Supervising Marketing Personnel
Setting Marketing Budgets
Marketing Control and Evaluation
The Future of Marketing
Chapter Conclusion
Review Questions
Chapter Assignments
World Wide Web Resources
References
Appendix 1
Appendix 2
Glossary
Index

×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×