Marketing Leadership in Hospitality and Tourism; Stowe C Shoemaker, Robert C. Lewis, Peter C. Yesawich
Begagnad
Marketing Leadership in Hospitality and Tourism; Stowe C Shoemaker, Robert C. Lewis, Peter C. Yesawich
Begagnad

Marketing Leadership in Hospitality and TourismUpplaga 4

av Stowe C Shoemaker, Robert C. Lewis, Peter C. Yesawich

  • Upplaga: 4e upplagan
  • ISBN: 9780131182400
  • Sidor: 688 st
  • Förlag: Pearson Education
  • Format: Häftad
  • Språk: Engelska

Om boken

Table of Contents PART I: INTRODUCTION 1.      The Concept of Marketing 2.      Marketing Services and the Hospitality Experience 3.      The Marketing Mix and the Product/Service Mix 4.      Relationship/Loyalty Marketing PART II: MARKETING TO GAIN A COMPETITIVE ADVANTAGE 5.      Strategic Marketing 6.      The Strategic Marketing System and Marketing Objectives PART III: THE MARKETPLACE 7.      Understanding Individual Customers 8.      Understanding Organizational Customers PART IV: SITUATIONAL ANALYSIS 9.      Understanding Competition 10.  Marketing Intelligence and Research APPENDIX 10: UNDERSTANDING THE MARKETING RESEARCH PROCESS PART V: FUNCTIONAL STRATEGIES 11.  Differentiation, Segmentation and Target Marketing 12.  Branding and Market Positioning APPENDIX 12: BRAND POSITIONING: AN EXAMPLE 13.  The Hospitality Pricing Mix APPENDIX 13: REVENUE MANAGEMENT 14.  The Communications Mix: Advertising 15.  The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity 16.  The Communications Mix: Personal Selling 17.  Hospitality Distribution Systems 18.  Channels of Distribution: Bringing the Customer to the Product 19.  Interactive marketing: Internet and Database Marketing PART VI: SYNTHESIS 20.  The Marketing Plan 21.  Destination Marketing

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Mer om Marketing Leadership in Hospitality and Tourism

Marketing Leadership in Hospitality and Tourism skriven av Stowe C Shoemaker, Robert C. Lewis, Peter C. Yesawich. Det är den 4e upplagan av kursboken. Den är skriven på engelska och består av 688 sidor. Förlaget bakom boken är Pearson Education.

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Referera till Marketing Leadership in Hospitality and Tourism (Upplaga 4)

Harvard

Shoemaker, S. C., Lewis, R. C. & Yesawich, P. C. Marketing Leadership in Hospitality and Tourism. 4:e uppl. Pearson Education.

Oxford

Shoemaker, Stowe C, Lewis, Robert C. & Yesawich, Peter C., Marketing Leadership in Hospitality and Tourism, 4 uppl. (Pearson Education, u.å.).

APA

Shoemaker, S. C., Lewis, R. C., & Yesawich, P. C. (u.å.). Marketing Leadership in Hospitality and Tourism (4:e uppl.). Pearson Education.

Vancouver

Shoemaker SC, Lewis RC, Yesawich PC. Marketing Leadership in Hospitality and Tourism. 4:e uppl. Pearson Education;

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