Marketing Essentials in Hospitality and Tourism Foundations and Practices

Name: Marketing Essentials in Hospitality and Tourism Foundations and Practices
Price: 5.83 USD
Availability: InStock
ISBN: 9780131708273

ISBN-10: 0131708279

ISBN-13: 9780131708273

Edition: 2008

Authors: Stowe Shoemaker, Margaret Shaw, Peter Yesawich, Stowe Shoemaker, Margaret Shaw

List price: $148.20

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Description:

Marketing Essentials in Hospitality and Tourism: Foundations and Practicesprovidesnbsp;readers with an introduction to hospitality marketing and the basics of its many different components.With a succinct three-part format, it introduces basic marketing concepts, discusses strategic marketing and the marketplace, and ends with functional strategies that can be used to increase competitive advantage. Tourism applications, interviews with industry executives and case studies provide a glimpse at the real-world of hospitality and tourism, while contemporary examples demonstrate how marketing techniques are used to increase the chances of success.Anyone interested in marketing for the…

Book details

List price: $148.20
Copyright year: 2008
Publisher: Prentice Hall PTR
Publication date: 8/6/2007
Binding: Paperback
Pages: 640
Size: 8.00" wide x 10.50" long x 1.00" tall
Weight: 2.750
Language: English




Introduction



The Concept of Marketing



Marketing Services



The Marketing Mix and the Product/Service Mix



Relationship and Loyalty Marketing



The Marketing Plan



Strategic Marketing and the Marketplace



Strategic Marketing



Competition and the Marketing Environment



Understanding Individual Customers



Understanding Organizational Customers



Understanding Tourism Markets



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