000			01436nam a2200229Ia 4500
003			NULRC
005			20250520094805.0
008			250520s9999 xx 000 0 und d
020			_a135132711
040			_cNULRC
050			_aTX 911.3.M3 .S56 2008
100			_aShoemaker, Stowe _eauthor
245		0	_aMarketing essentials in hospitality and tourism : _bfoundations and practices / _cStowe Shoemaker and Margaret Shaw
260			_aColumbus : _bPearson Prentice Hall, _cc2008
300			_axxv, 610 pages : _billustrations ; _c28 cm.
365			_bUSD6440
504			_aIncludes index.
505			_aPart 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.
650			_aHOSPITALITY INDUSTRY -- MARKETING
700			_aShaw, Margaret _eco-author
942			_2lcc _cBK
999			_c2685 _d2685