For those who are seeking a career in hospitality, hotel, and restaurant management, this edition of Hospitality and Travel Marketing expresses the relationship between marketing and the tourism industry, and emphasizes a broader marketing perspective through collaborative efforts between hotels, airlines, restaurants, and travel agencies. Written to engage readers in understanding all aspects of marketing, some of the topics covered include: research and analysis; plans and strategies; marketing segmentation and trends; product development; partnership; people and service; packaging; the distribution mix and the travel trade; communications; advertising; sales promotion and merchandising; sales management; personal selling; public relations; and pricing and evaluation. The book is organized around the Hospitality and Travel Marketing System model which serves as a guide to understanding marketing functions and related techniques. Complete with references, web links, and four-color insert, this book presents a common sense approach to the principles of Hospitality and Travel Marketing.



Table of Contents :

Chapter 1: Marketing Defined. Chapter 2: Marketing Hospitality and Travel Services. Chapter 3: The Hospitality and Travel Marketing Systems. Chapter 4: Customer Behavior. Chapter 5: Analyzing Marketing Opportunities. Chapter 6: Marketing Research. Chapter 7: Marketing Strategy: Market Segmentation and Trends. Chapter 8: Marketing Strategy: Strategies, Positioning, and Marketing Objectives. Chapter 9: The Marketing Plan and the 8 P's. Chapter 10: Product Development and Partnership. Chapter 11: People: Services and Service Quality. Chapter 12: Packaging and Programming. Chapter 13: The Distribution Mix and the Travel Trade. Chapter 14: Communications and the Promotional Mix. Chapter 15: Advertising. Chapter 16: Sales Promotion and Merchandising. Chapter 17: Personal Selling and Sales Management. Chapter 18: Public Relations and Publicity. Chapter 19: Pricing. Chapter 20: Marketing Management, Evaluation and Control. Appendix. Glossary.





About the Author

Alastair Morrison is a member of the faculty in Purdue University's Restaurant Hotel and Institutional Management Department. He also holds the position of Associate Director of the Restaurant Hotel and Institutional Management Institute Purdue's outreach agency providing educational services to hospitality travel industry practitioners. Mr. Morrison had hospitality and travel industry experience in the United States Canada the United Kingdom and France. Prior to joining the faculty at Purdue he spent 11 years in Canada as a management consultant specializing in the hospitality and travel industry