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AuthorMorrison, Alastair M
TitleHospitality and travel marketing / Alastair M. Morrison
Imprint Clifton Park, NY : Delmar/Cengage Learning, c2010
Edition 4th ed
Descript xxv, 786 p. : ill.

CONTENT

Marketing defined -- Marketing hospitality and travel services -- The hospitality and travel marketing system -- Customer behavior -- Analyzing marketing opportunities -- Marketing research -- Marketing strategy: market segmentation and trends -- Marketing strategy: strategies, positioning, and marketing objectives -- The marketing plan and 8 Ps -- Product development and partnership -- People: services and service quality -- Packaging and programming -- The distribution mix and the travel trade -- Communications and the promotional mix -- Advertising -- Sales promotion and merchandising -- Personal selling and sales management -- Public relations and publicity -- Princing -- Marketing management, evaluation, and control


Hospitality industry -- Marketing Tourism -- Marketing

LOCATIONCALL#STATUS
Chula Business School Library647.94 M878H 2010CHECK SHELVES
Central Library (4th Floor)647.940688 M878H 2010CHECK SHELVES

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