Hospitality and travel marketing /
Morrison, Alastair M.,
Hospitality and travel marketing / Alastair M. Morrison. - 5th ed. - New York : Routledge, 2023. - xxxiv, 638 p. : col. ill. pbk. ; 26 cm
Includes bibliographical references and index.
Part I: Introduction to Marketing. What is Marketing?
1. Marketing in the Contemporary World
ExcelCase: Chapter 1: The Walt Disney Company: Exemplifying Marketing Orientation
2. The Hospitality and Travel Marketing System
ExcelCase: Chapter 2: It’s Almost as Good as Being There: Virtual Reality in Travel
3. Societal Marketing, Social Responsibility and Social Marketing
ExcelCase: Chapter 3: Ben & Jerry’s: A Company Built on Social Responsibility
Part II: Planning: Research and Analysis. Where Are We Now?
4. Customer Behavior
ExcelCase: Chapter 4: Jollibee Foods: Knowing your Customers Better than Competitors
5. Market and Marketing Research
ExcelCase: Chapter 5: Destination Canada: Masters of research in tourism
6. Analyzing Marketing Opportunities
ExcelCase: Chapter 6: DoorDash: Spotting Profitable Niches
Part III: Planning: Marketing Strategy and Planning. Where Would We Like to Be?
7. Marketing Strategy: Market Segmentation and Trends
ExcelCase: Chapter 7: Contiki: Youthful segmentation pays off
8. Marketing Strategy: Positioning, Image, Branding and Alternative Strategies
Debonairs Pizza: Slicing Up the Market in Africa and the UAE
9. The Marketing Plan and the 8 Ps
ExcelCase: Chapter 9: Newport Beach and Company: Newport Beach and Company Destination Business Plan
Part IV: Implementing the Marketing Plan. How do We Get There?
10. Product Development and Partnerships
ExcelCase: Chapter 10: Accor: Innovation in accommodation
11. People: Services and Service Quality
ExcelCase: Chapter 11: The Ritz-Carlton Hotel Company: Service standards set in gold
12. Packaging and Programming
ExcelCase: Chapter 12: Club Med: Legendary packaging and programming
13. Place: Online and Offline Distribution
ExcelCase: Chapter 13: Airbnb: Living like a local
14. Promotion: Integrated Marketing Communications
ExcelCase: Chapter 14: Nando’s: Spicey flavored IMC
15. Promotion: Information Communication Technologies and e-Marketing
ExcelCase: Chapter 15: Expedia: Travel as a Force for Good
16. Promotion: Marketing on Social Media Platforms
ExcelCase: Chapter 16: Tourism Australia: Social Media Wonder Down Under
17. Promotion: eCRM and Co-Creation in Marketing
ExcelCase: Chapter 17: Hotel Loyalty Programs: Plastic Loyalty or True Devotion?
18. Promotion: Advertising, Sales Promotion and Merchandising, Personal Selling, and Public Relations
ExcelCase: Chapter 18: Red Rooster: Calling you to Dine
19. Pricing, Value, and Yield
ExcelCase: Chapter 19: AirAsia: Ranking High in the Skies
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
ExcelCase: Chapter 20: TUI: KPIs at TUI
"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. This international, accessible and comprehensive whole industry textbook written by a world-renowned author and industry expert, is an invaluable study companion for students of hospitality and travel marketing"--
9781032274133 9781032274126
Hospitality industry
Tourism--Marketing.--Marketing.
647.940 / MOR
Hospitality and travel marketing / Alastair M. Morrison. - 5th ed. - New York : Routledge, 2023. - xxxiv, 638 p. : col. ill. pbk. ; 26 cm
Includes bibliographical references and index.
Part I: Introduction to Marketing. What is Marketing?
1. Marketing in the Contemporary World
ExcelCase: Chapter 1: The Walt Disney Company: Exemplifying Marketing Orientation
2. The Hospitality and Travel Marketing System
ExcelCase: Chapter 2: It’s Almost as Good as Being There: Virtual Reality in Travel
3. Societal Marketing, Social Responsibility and Social Marketing
ExcelCase: Chapter 3: Ben & Jerry’s: A Company Built on Social Responsibility
Part II: Planning: Research and Analysis. Where Are We Now?
4. Customer Behavior
ExcelCase: Chapter 4: Jollibee Foods: Knowing your Customers Better than Competitors
5. Market and Marketing Research
ExcelCase: Chapter 5: Destination Canada: Masters of research in tourism
6. Analyzing Marketing Opportunities
ExcelCase: Chapter 6: DoorDash: Spotting Profitable Niches
Part III: Planning: Marketing Strategy and Planning. Where Would We Like to Be?
7. Marketing Strategy: Market Segmentation and Trends
ExcelCase: Chapter 7: Contiki: Youthful segmentation pays off
8. Marketing Strategy: Positioning, Image, Branding and Alternative Strategies
Debonairs Pizza: Slicing Up the Market in Africa and the UAE
9. The Marketing Plan and the 8 Ps
ExcelCase: Chapter 9: Newport Beach and Company: Newport Beach and Company Destination Business Plan
Part IV: Implementing the Marketing Plan. How do We Get There?
10. Product Development and Partnerships
ExcelCase: Chapter 10: Accor: Innovation in accommodation
11. People: Services and Service Quality
ExcelCase: Chapter 11: The Ritz-Carlton Hotel Company: Service standards set in gold
12. Packaging and Programming
ExcelCase: Chapter 12: Club Med: Legendary packaging and programming
13. Place: Online and Offline Distribution
ExcelCase: Chapter 13: Airbnb: Living like a local
14. Promotion: Integrated Marketing Communications
ExcelCase: Chapter 14: Nando’s: Spicey flavored IMC
15. Promotion: Information Communication Technologies and e-Marketing
ExcelCase: Chapter 15: Expedia: Travel as a Force for Good
16. Promotion: Marketing on Social Media Platforms
ExcelCase: Chapter 16: Tourism Australia: Social Media Wonder Down Under
17. Promotion: eCRM and Co-Creation in Marketing
ExcelCase: Chapter 17: Hotel Loyalty Programs: Plastic Loyalty or True Devotion?
18. Promotion: Advertising, Sales Promotion and Merchandising, Personal Selling, and Public Relations
ExcelCase: Chapter 18: Red Rooster: Calling you to Dine
19. Pricing, Value, and Yield
ExcelCase: Chapter 19: AirAsia: Ranking High in the Skies
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
ExcelCase: Chapter 20: TUI: KPIs at TUI
"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. This international, accessible and comprehensive whole industry textbook written by a world-renowned author and industry expert, is an invaluable study companion for students of hospitality and travel marketing"--
9781032274133 9781032274126
Hospitality industry
Tourism--Marketing.--Marketing.
647.940 / MOR