Description
Book SynopsisTable of ContentsPART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS
- Introduction: Marketing for Hospitality and Tourism
- Service Characteristics of Hospitality and Tourism Marketing
- The Role of Marketing in Strategic Planning
PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES
- The Marketing Environment
- Marketing Information Systems and Marketing Research
- Consumer markets and Consumer Buying Behavior
- Organizational Buyer Behavior of Group Market
- Market Segmentation, Targeting, and Positioning
PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX
- Designing and Managing Products
- Internal marketing
- Pricing Products: Pricing Considerations, Approaches, and Strategy
- Distribution Channels
- Promoting Products: Communication and Promotion Policy and Advertising
- Promoting Products: Public Relations and Sales Promotion
- Professional Sales
- Direct and Online Marketing: Building Customer Relationships
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
- Destination Marketing
- Next Year's Marketing Plan
