Hospitality Marketing Management

ISBN-10: 0470088583
ISBN-13: 9780470088586
Edition: 5th 2010
List price: $165.95 Buy it from $18.01
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Description: Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text. This  More...

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Book details

List price: $165.95
Edition: 5th
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/9/2009
Binding: Hardcover
Pages: 672
Size: 9.00" wide x 11.25" long x 1.25" tall
Weight: 4.224
Language: English

Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text. This popular textbook explores marketing and themes unique to hospitality and tourism, with a focus on the practical applications of marketing rather than marketing theory. It provides readers with the tools they need to successfully execute marketing campaigns for a hospitality business, no matter what their specialty.

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

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