Table of Contents
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Chapter 1: The Concept of Marketing
Chapter 2: Marketing Services and the Hospitality Experience
Chapter 3: The Marketing Mix and the Product/Service Mix
Chapter 4: Relationship/Loyalty Marketing
Chapter 5: Strategic Marketing
Chapter 6: The Strategic Marketing System and Marketing Objectives
Chapter 7: Understanding Individual Customers
Chapter 8: Understanding Organizational Customers
Chapter 9: The Tourist Customer and the Tourism Destination
Chapter 10: Understanding Competition
Chapter 11: Marketing Intelligence and Research
Chapter 12: Differentiation, Segmentation and Target Marketing
Chapter 13: Branding and Market Positioning
Chapter 14: The Hospitality Pricing Mix
Chapter 15: The Communications Mix: Advertising
Chapter 16: The Communications Mix: Sales Promotions, Merchandising,...
Chapter 17: The Communications Mix: Personal Selling
Chapter 18: Hospitality Distribution Systems: Bringing the Product to...
Chapter 19: Channels of Distribution: Bringing the Customer to the...
Chapter 20: Interactive Marketing: Internet and Database Marketing
Chapter 21: The Marketing Plan
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