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040			_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2
245	1		_aHospitality Marketing
260			_bButterworth Heinemann, _c1994
300			_a334
520			_aThis book sights the major emphasis of hospitality marketing onto building a business from the inside by word-of-mouth rather than relying mostly on the endeavors of outside promotion. Foreword, Preface, Acknowledgements, The Marketing Function, The Marketing Environmement, The Marketing Mix, Market Analysis, Segmentation by Purchase Motivations, The Customer Mix: Segmentation by ''Reasons for Travel or Eating Out'', Target Marketing, The Product Mix: Assessment and Decisions, The Service Concept, Service Strategies: Achieving a Competitive Advantage, Marketing Management, The Planning Discipline, The Marketing Audit, The Marketing Audit, The Marketing Information System, Market and Marketing Research, Achieving a Sustainable Competitive Advantage, Positioning Strategies, Strategic Solutions, Growth Strategies, Pricing Strategies, Promotion Strategies: Sales and the Tactical Mix, In-Reach Sales Tactics, Out-Reach Sales Tactics, Advertising Strategies, Advertising: Creative Strategies, Advertising: Media and Budgets, Sales Promotion and Publicity Strategies, Direct Marketing Strategies, Product Development Strategies, Forecasting Market Demand, Index.
700	1		_aMorrison Alison _92921
700	1		_aWearne Neil _92922
942			_cBK
999			_c2287 _d2287