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Marketing Essentials in Hospitality and Tourism: Foundations and Practices

Marketing Essentials in Hospitality and Tourism: Foundations and Practices - 08 edition

ISBN13: 978-0131708273

Cover of Marketing Essentials in Hospitality and Tourism: Foundations and Practices 08 (ISBN 978-0131708273)
ISBN13: 978-0131708273
ISBN10: 0131708279
Cover type: Paperback
Edition: 08
Copyright: 2008
Publisher: Prentice Hall, Inc.
Published: 2008
International: No
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Marketing Essentials in Hospitality and Tourism: Foundations and Practices - 08 edition

ISBN13: 978-0131708273

Stowe Shoemaker

ISBN13: 978-0131708273
ISBN10: 0131708279
Cover type: Paperback
Edition: 08
Copyright: 2008
Publisher: Prentice Hall, Inc.
Published: 2008
International: No
Summary

''Marketing Essentials in Hospitality and Tourism: Foundations and Practices'' provides 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 Hospitality, Travel, Tourism industry.

Table of Contents

Table of Contents

PART I: INTRODUCTION

1. THE Concept of Marketing

2. Marketing Services

3. The Marketing Mix and the Product/Service Mix

4. Relationship and Loyalty Marketing

5. The Marketing Plan PART II: STRATEGIC MARKETING AND THE MARKETPLACE

6. Strategic Marketing

7. Competition and the Marketing Environment

8. Understanding Individual Customers

9. Understanding Organizational Customers

10. Understanding Tourism Markets

PART III: FUNCTIONAL STRATEGIES

11. Advertising, merchandising, and public Relations

12. Personal Selling and Sales Promotions

13. Differentiation, Segmentation, and Target Marketing

14. Market Positioning and Branding

15. The Pricing Decision

16. Channels of Distribution