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| Preface | |
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| INtroduction to Hospitality Marketing | |
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| The Functions of Marketing | |
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| Industry Profile | |
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| Introduction to Marketing | |
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| The Marketing Mix | |
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| The Marketing Environment | |
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| The Marketing Management Cycle | |
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| Marketing Within The Organization | |
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| Case Study: Location, Location, Location? | |
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| Introduction to Hospitality Services Marketing | |
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| Introduction To Services Marketing | |
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| Service Quality | |
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| Customer Satisfaction | |
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| Service Trends Affecting the Hospitality and Tourism Industry | |
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| Case Study: Service Quality at the Excelsior Hotel | |
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| Case Study: Service Quality at Express Airlines | |
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| Understanding and Targeting Hospitality Consumers | |
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| Understanding the Behavior of Hospitality Consumers | |
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| Introduction to Hospitality Consumer Behavior | |
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| Factors That Influence Consumer Behavior | |
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| Consumer Decision Making Model | |
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| Consumer Problem-Solving Processes | |
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| Consumer Problem-Solving Techniques | |
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| Organizational Buyer Behavior | |
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| Case Study: Tempura Garden | |
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| Market Segmentation and Positioning | |
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| Introduction to Market Segmentation | |
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| Segmentation Variables | |
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| Market Segmentation Decisions | |
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| Market Segmentation Strategies | |
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| Positioning the Product-Service Mix | |
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| Case Study: Segmenting and Positioning in the Cruise Industry | |
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| Marketing Planning and Information | |
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| Developing a Marketing Plan | |
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| Introduction | |
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| The Marketing Planning Process | |
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| Sales Forecasting | |
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| Case Study: Planning at the Westwind Resort | |
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| Information Systems for Marketing Decisions | |
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| Introduction | |
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| Sources of Marketing Information | |
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| The Marketing Research Process | |
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| Ethical Issues In Marketing Research | |
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| Case Study: Bel Air Motel | |
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| Appendix: Data Collection and Sampling | |
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| Product-Service Mix and Distribution Strategies | |
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| Developing New Products and Services | |
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| Introduction | |
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| Planning for New Products | |
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| Organizing for New Product Planning | |
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| New Product Development Process | |
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| Identifying Products and Services | |
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| Case Study: Product Development Dilemma at Rocco's | |
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| Case Study: Ben's Internship Interview | |
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| Managing Products and Services | |
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| Introduction | |
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| Product Life Cycle | |
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| Applying the Product Life Cycle | |
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| Other Product Concepts | |
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| Managing in the Service Environment | |
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| Case Study: Starbucks Coffee | |
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| Marketing Channels | |
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| Introduction | |
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| Channel Strategy | |
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| Franchising | |
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| Case Study: The Wing Shack | |
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| Electronic Commerce | |
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| Introduction | |
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| Management Issues Related to Electronic Commerce | |
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| Electronic Marketing Strategies and Tactics | |
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| Case Study: Electronic Commerce Strategy at Malone Golf Club | |
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| Digital Case Study: Priceline.com | |
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| Digital Case Study: Orbitz | |
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| Promotions Strategy | |
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| Promotion and Advertising | |
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| Introduction | |
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| Managing the Promotional Mix | |
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| Advertising Management | |
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| Planning and Evaluating Advertising Campaigns | |
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| Effects of Advertisi | |