(eBook PDF) Marketing for Hospitality and Tourism 8th Edition – Digital Ebook – Instant Delivery Download
product details:
- ISBN-10 : 0135209846
- ISBN-13 : 978-0135209844
- Author:
table of contents:
PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS
- Introduction: Marketing for Hospitality and Tourism
- Service Characteristics of Hospitality and Tourism Marketing
- The Role of Marketing in Strategic Planning
PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES
- The Marketing Environment
- Managing Customer Information to Gain Customer Insights
- Consumer Markets and Consumer Buying Behavior
- Organizational Buyer Behavior
- Customer-Driven Marketing Strategy: Creating Value for Target Customers
PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX
- Designing and Managing Products and Brands: Building Customer Value
- Internal Marketing
- Pricing: Understanding and Capturing Customer Value
- Distribution Channels Delivering Customer Value
- Engaging Customers and Communicating Customer Value and Advertising
- Promoting Products: Public Relations and Sales Promotions
- Professional Sales
- Direct, Online, Social Media, and Mobile Marketing
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
- Destination Marketing
- Next Year’s Marketing Plan