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Marketing essentials in hospitality and tourism : foundations and practices / Stowe Shoemaker and Margaret Shaw

By: Shoemaker, Stowe [author]Contributor(s): Shaw, Margaret [co-author]Material type: Text

TextPublication details: Columbus, Ohio : Pearson Prentice Hall, c2008Description: xxv, 610 pages : illustrations ; 28 cmISBN: 0135132711Subject(s): HOSPITALITY INDUSTRY -- MARKETING | TOURISM -- MARKETINGLOC classification: TX 911.3.M3 .S56 2008

Contents:

Part I Introduction to hospitality marketing: The Concept of marketing -- Marketing services -- The Marketing mix and the product life cycle -- Relationship and loyalty marketing -- Part II Integration: The Marketing plan -- Part III Strategic marketing: Strategic marketing -- Competition and the marketing environment -- Part IV The Marketplace: Understanding individual customers -- Understanding organizational customers -- Understanding tourism markets Part V 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.

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Books

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Main	National University - Manila	Hospitality Management	General Circulation	GC TX 911.3.M3 .S56 2008 (Browse shelf (Opens below))	c.1	Available		NULIB000000444

Includes index.

Part I Introduction to hospitality marketing: The Concept of marketing --
Marketing services --
The Marketing mix and the product life cycle --
Relationship and loyalty marketing --
Part II Integration: The Marketing plan --
Part III Strategic marketing: Strategic marketing --
Competition and the marketing environment --
Part IV The Marketplace: Understanding individual customers --
Understanding organizational customers --
Understanding tourism markets
Part V 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.

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