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Marketing in the hospitality industry /

Por: Nykiel, Ronald A.
Colaborador(es): Nykiel, Ronald A.
Tipo de material: materialTypeLabelLibroEditor: East Lansing, Mich. : Educational Institute, American Hotel & Lodging Association, c2003Edición: 4th ed.Descripción: xiv, 337 pages : ill. ; 23 cm.ISBN: 0866122540.Tema(s): Hospitality industry -- MarketingClasificación CDD: 647.94
Contenidos:
Preface -- About the autor -- 1. Understanding the hospitality industry -- 2. Market segmentation and the hospitality industry -- 3. Positioning in line with consumer preferences -- 4. The channels of distribution -- 5. Marketing in perspective -- 6. Applying key marketing methodologies: marketing research -- 7. Applying key marketing methodologies: sales -- 8. Applying key marketing methodologies: customer service -- 9. Applying key marketing methodologies: advertising -- 10. Applying key marketing methodologies: public relations -- 11. Applying key marketing methodologies: promotions -- 12. Applying key marketing methodologies: data base marketing -- 13. Applying key marketing methodologies: electronic marketing -- 14. Applying key marketing methodologies: packaing -- 15. Applying key marketing methodologies: collateral materials and promotional support -- 16. Applying key marketing methodologies: understanding rates and fares -- 17. Applying key marketing methodologies: pricing strategies -- 18. Applying key marketing methodologies: revenue maximization -- 19. Practical steps to maximize marketing -- 20. The marketing budget -- 21. The total hotel / Unit marketing plan -- 22. The total corporate / Multi - Unit marketing plan -- 23. Marketing and the law -- 24. Marketing operations, and research -- 25. Travel purchasing systems: automation and beyond -- 26. The new paradigm -- Bibliography -- Index.
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Tipo de ítem Ubicación actual Colección Signatura Copia número Estado Fecha de vencimiento Código de barras
Libro Libro Biblioteca Especializada Sede C
General 		Colección General 647.94 N995m (Navegar estantería) Ej. 1 Disponible 008698

Preface -- <br /> About the autor -- <br /> 1. Understanding the hospitality industry -- <br /> 2. Market segmentation and the hospitality industry -- <br /> 3. Positioning in line with consumer preferences -- <br /> 4. The channels of distribution -- <br /> 5. Marketing in perspective -- <br /> 6. Applying key marketing methodologies: marketing research -- <br /> 7. Applying key marketing methodologies: sales -- <br /> 8. Applying key marketing methodologies: customer service -- <br /> 9. Applying key marketing methodologies: advertising -- <br /> 10. Applying key marketing methodologies: public relations -- <br /> 11. Applying key marketing methodologies: promotions -- <br /> 12. Applying key marketing methodologies: data base marketing -- <br /> 13. Applying key marketing methodologies: electronic marketing -- <br /> 14. Applying key marketing methodologies: packaing -- <br /> 15. Applying key marketing methodologies: collateral materials and promotional support -- <br /> 16. Applying key marketing methodologies: understanding rates and fares -- <br /> 17. Applying key marketing methodologies: pricing strategies -- <br /> 18. Applying key marketing methodologies: revenue maximization -- <br /> 19. Practical steps to maximize marketing -- <br /> 20. The marketing budget -- <br /> 21. The total hotel / Unit marketing plan -- <br /> 22. The total corporate / Multi - Unit marketing plan -- <br /> 23. Marketing and the law -- <br /> 24. Marketing operations, and research -- <br /> 25. Travel purchasing systems: automation and beyond -- <br /> 26. The new paradigm -- <br /> Bibliography -- <br /> Index.

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