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|a 658.891
|b M8781 1989
|2 22
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|a Morrison, Alastair M.
|9 69278
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|a Hospitality and travel marketing /
|c Alastair M. Morrison.
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| 260 |
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|a New York :
|b Delmar,
|c c1989.
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| 300 |
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|a xi, 532 p. ;
|c 24 cm.
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| 504 |
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|a Incluye referencias bibliográficas e índice.
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|a 1. Marketing defined. -- 2. Differences between marketing products and hospitality-travel services. -- 3. The hospitality and travel marketing system. -- 4. Customer behavior in the hospitality and travel industry. -- 5. Analyzing market opportunities. -- 6. Marketing research. -- 7. Marketing strategy: market segementation and trends. -- 8. Marketing strategy: strategies, target markets, marketing mix, positioning and marketing objectives. -- 9. The marketing plan and the eights ps of hospitality and travel marketing. -- 10. The product-service mix and people. -- 11. Packaging and programming. -- 12. The distribution mix and travel trade. -- 13. Communications and the promotional mix. -- 14. Advertising. -- 15. Sales promotion and merchandisng. -- 16. Personal selling and sales management. -- 17. Public relations and publicity. -- 18. Pricing. -- 19. Marketing management, evaluation and control.
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|e 16/09/2009
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