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Marketing Essentials in Hospitality and Tourism Foundations and Practices

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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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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…    
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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

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