Marketing essentials in hospitality and tourism : Foundations and practices / Stowe Shoemaker, Margaret Shaw.

ISBN:

9780131708273

Title:

Author:

Shoemaker, Stowe.

Personal Author:

Shoemaker, Stowe.

Publication Information:

Upper Saddle River, N.J. : Pearson Prentice Hall, c2008.

Physical Description:

xxv, 611 p. : col. ill., col. maps ; 28 cm.

Subject Term:

Hospitality industry -- Marketing.

Tourism -- Marketing.

Marketing.

Added Author:

Shaw, Margaret, 1949-

Format:

Books

Electronic Access:

Table of contents only http://www.loc.gov/catdir/toc/ecip0715/2007015278.html

Publication Date:

2008

Publication Information:

Upper Saddle River, N.J. : Pearson Prentice Hall, c2008.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
647.940688 SHO	Week loan	1	Standard shelving location	Searching... Unknown

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.

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

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Summary

Summary

Table of Contents