Marketing Essentials in Hospitality and Tourism: Foundations and Practices

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9780131708273: Marketing Essentials in Hospitality and Tourism: Foundations and Practices

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.

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Book Description Prentice Hall, 2007. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: 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. Bookseller Inventory # ABE_book_new_0131708279

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