Hospitality and Travel Marketing
by Morrison, Alastair M.
Published by : Delmar, Thomson Learning (Australia) Physical details: xviii,625 Pages 26x20 cm | HB ISBN:0766816052. Year: 2002Include Index, Appendix and Glossary and Illustration
For those who are seeking a career in hospitality, travel, tourism, this [book] expresses the relationship between marketing and the tourism industry, and emphasizes a broader marketing perspective through collaborative efforts between hotels, airlines, restaurants, and travel agencies. Written to engage readers 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.-Back cover.
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