Hospitality and Travel Marketing （3RD）

Morrison, Alastair M.

Delmar Cengage Learning（2001/07発売）

• 製本 Hardcover:ハードカバー版／ページ数 608 p.
• 言語 ENG
• 商品コード 9780766816053
• DDC分類 338.4791

Full Description

For students in two and four-year programs who are seeking careers in hospitality, and travel and tourism industry, this edition of Hospitality and Travel Marketing covers the subject areas for these core courses and more! Emphasis is placed on the relationship between marketing and the tourism industry and how a broader marketing perspective is needed through collaborative efforts between hotels, airlines, restaurants, and travel agencies. Written to engage students in understanding all aspects of marketing, some of the topics covered include research and analysis; plans and strategies; marketing segmentation and trends; product development; partnership; people and service; packaging; the distribution mix and the travel trade; communications; advertising; sales promotion and merchandising; sales management; personal selling; public relations; and pricing and evaluation. The book is organized around the Hospitality and Travel Marketing System model which serves as a guide to understanding marketing functions and related techniques. Complete with objectives, review questions, references, web links, and instructor support tools, this book presents a common sense approach to the principles of Hospitality and Travel Marketing