Hospitality and Travel Marketing

ISBN-13: 9781032274126 / Angielski / Twarda / 2022 / 688 str.

Alastair M. Morrison

Opis

Fully revised and updated for its 5th edition, Hospitality and Travel Marketing provides students with an international and systematic approach to hospitality and travel marketing structured around planning, research, implementation, control, and evaluation.

Spis treści

Part I: Introduction to marketing. 1. Marketing in the contemporary world 2. The hospitality and travel marketing system 3. Societal marketing, social responsibility and social Part II: Planning: Research and analysis. Where are we now? 4. Customer behaviour 5. Market and marketing research 6. Analyzing marketing opportunities Part III: Planning: Marketing strategy and planning. Where would we like to be? 7. Marketing strategy: Market segmentation and trends 8. Marketing strategy: Positioning, image, branding, and alternative strategies 9. The marketing plan and the 8 Ps Part IV: Implementing the marketing plan. How do we get there? 10. Product development and partnerships 11. People: Services and service quality 12. Packaging and programming 13. Place: Online and offline distribution 14. Promotion: Integrated marketing communications 15. Promotion: Information communication technologies and e-marketing 16. Promotion: Marketing on social media platforms 17. Promotion: eCRM and co-creation in marketing 18. Promotion: Advertising, sales promotion and merchandising, personal selling, and public relations 19. Pricing, value, and yield Part V:Controlling and evaluating the plan. How do we make sure we get there? How do we know if we got there? 20. Marketing performance measurement

O autorze

Alastair M. Morrison, Ph.D., is Research Professor at the Greenwich Business School, School of Management and Marketing, University of Greenwich in London, UK. Formerly, he was Distinguished Professor Emeritus at Purdue University, USA, specializing in the area of tourism and hospitality marketing. He has published approximately 300 academic articles and conference proceedings, and is the author of several books on tourism marketing and development including Tourism Marketing in the Age of the Consumer (Routledge, 2022), World Tourism Cities (Routledge, 2021), and Marketing and Managing Tourism Destinations, Second edition (Routledge, 2019). Professor Morrison is the Co-Editor-in-Chief of the International Journal of Tourism Cities and Co-Editor of the Routledge Handbook of Tourism Cities (Routledge, 2021).