Table of Contents:
- 1. Marketing defined.
- 2. Differences between marketing products and hospitality-travel services.
- 3. The hospitality and travel marketing system.
- 4. Customer behavior in the hospitality and travel industry.
- 5. Analyzing market opportunities.
- 6. Marketing research.
- 7. Marketing strategy: market segementation and trends.
- 8. Marketing strategy: strategies, target markets, marketing mix, positioning and marketing objectives.
- 9. The marketing plan and the eights ps of hospitality and travel marketing.
- 10. The product-service mix and people.
- 11. Packaging and programming.
- 12. The distribution mix and travel trade.
- 13. Communications and the promotional mix.
- 14. Advertising.
- 15. Sales promotion and merchandisng.
- 16. Personal selling and sales management.
- 17. Public relations and publicity.
- 18. Pricing.
- 19. Marketing management, evaluation and control.