Contents

1. Introduction to the Book

   1. Welcome to The Marketing Map: Navigating the Principles Marketing for Tourism, Hospitality, and Services!

2. Dedication

3. Acknowledgements

   1. Author’s Acknowledgements
   2. Land Acknowledgement
   3. The Open Press
   4. Resource Development Team 2024

4. Accessibility

5. OER Adoption Form

6. I. Charting the Course: Marketing Foundations

   1. What is Marketing?

   2. Evolution of the Marketing Orientation

   3. The Marketing Environment

   4. Strategic Framework for Understanding Marketing

   5. Marketing in Different Contexts

   6. Summary

7. II. Understanding the Terrain: Markets and Purchasing Behaviour

   1. Markets and Purchasing Behaviour

   2. Consumer Market Behaviour

   3. Organizational Market Behaviour

   4. Summary

8. III. Mapping the Market: Segmentation, Targeting, and Positioning

   1. The Purpose of Segmentation and Targeting

   2. Common Segmentation Approaches

   3. Selecting Target Markets

   4. Influences of Targeting on the Marketing Mix

   5. Differentiation and Positioning

   6. Summary

9. IV. Navigating with Data: Marketing Information Systems for Decision-Making

   1. Marketing Research

   2. Marketing Information Systems

   3. Customer Relationship Management Systems

   4. Using Marketing Information to Inform Strategy

   5. Summary

10. V. Crafting the Offer: Products

    1. Understanding Products

    2. Branding

    3. New Product Development

    4. Packaging

    5. Service and Experience Products

    6. Customer Experience Management

    7. Summary

11. VI. Setting the Price

    1. What is Price?

    2. Factors Influencing Pricing Decisions

    3. Pricing Approaches and Strategies

    4. Pricing Strategy Analysis

    5. Summary

12. VII. Navigating Channels: Distribution and Place

    1. Supply Chains and Distribution Channels

    2. Supply Chains and Distribution Channels in Tourism and Hospitality

    3. Summary

13. VIII. Communicating the Journey: Promotion and Integrated Marketing Communication (IMC)

    1. Promotion and Integrated Marketing Communication

    2. The Promotion Mix

    3. Developing an Effective Integrated Marketing Communication Strategy

    4. Summary

14. IX. Exploring Uncharted Territories: Marketing in a Global, Diverse, and Evolving Environment

    1. Global Marketing

    2. Sustainable and Responsible Marketing

    3. Navigating the Digital Frontier

    4. Summary

15. X. Future Horizons: Strategic Planning in Marketing

    1. Strategic Planning in Marketing

    2. Marketing Planning

    3. Analytic Tools in Marketing Strategy

    4. Marketing Strategy and the Marketing Mix

    5. Summary

16. Glossary

17. Version History

18. TRU Open Education Resource Error Form