ESCP Europe

Item type

Book

Language

English

Publication year

2010

Edition no.

5th ed.

ISBN

0-13-245313-4

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS --- 1. Introduction: marketing for hospitality and tourism --- 2. Service characteristics of hospitality and tourism marketing --- 3. The role of marketing in strategic planning --- PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES --- 4. The marketing environment --- 5. Marketing information systems and marketing research --- 6. Consumer markets and consumer buying behaviour --- 7. Organizational buyer behavior of group market --- 8. Market segmentation, targeting, and positioning --- PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX --- 9. Designing and managing products --- 10. Internet marketing --- 11. Pricing products: pricing considerations, approaches, and strategy --- 12. Distribution channels --- 13. Promoting products: communication and promotion policy and advertising --- 14. Promoting products: public relations and sales promotion --- 15. Professional sales --- PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING --- 16. Electronic marketing: internet marketing, database marketing, and direct marketing --- 17. Destination marketing --- 18. Next year's marketing plan --- CASE STUDIES --- GLOSSARY..