Marketing Hospitality

ISBN-10: 0471348856
ISBN-13: 9780471348856
Edition: 3rd 2002 (Revised)
List price: $140.95 Buy it from $3.00 Rent it from $61.93
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Description: This 3rd edition of Marketing Hospitality is a major revision, with significant changes to 65% of chapters. It contains field practice notes, which stress current industry methods and includes case histories focusing on practical applications.

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Book details

List price: $140.95
Edition: 3rd
Copyright year: 2002
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/29/2001
Binding: Hardcover
Pages: 384
Size: 7.75" wide x 9.25" long x 0.75" tall
Weight: 1.892
Language: English

This 3rd edition of Marketing Hospitality is a major revision, with significant changes to 65% of chapters. It contains field practice notes, which stress current industry methods and includes case histories focusing on practical applications.

Preface
Marketing--Everybody's Job
Three Approaches to the Market
A Product Orientation
A Sales Orientation
A Marketing Orientation
Marketing
The Marketing Mix
Marketing as a Social Force
Marketing and Society
McDonald's and the Environment
Organizing and Managing the Marketing Function
The Marketing Department in Multiunit Companies
Conflicts Between Marketing and Operations Departments
Resolving Conflicts
Internal Marketing
Organizing the Marketing Unit
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Hospitality Services
Hospitality Service Characteristics
Intangibility
People as Part of the Product
Demand Patterns
Perishability
Channels of Distribution
Hospitality Service Marketing System
Three Overlapping Service Systems
Service Quality
Quality Dimensions: Technical and Interpersonal
Measuring Service Quality
Service Quality Gaps
Service Quality Control and the Zero-Defect Goal
Quality at the Ritz
The Cost of Quality
Enlisting the Customer in Quality Control
Managing Demand Through Queuing
Internal Marketing
Employee Recruitment and Retention
A Service Culture
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
The Macro and Micro Environments of Hospitality Marketing
The Macro Environment
Economy
Society and Culture
"Cuisine Naturelle" for the Health Conscious
Women on Their Way by Wyndham
Politics
Technology
Ecology
The Micro Environment
Competitors
Customers
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Market Segmentation and Target Marketing
Segmenting and Targeting Markets
Target Marketing
Why Segment?
Types of Segments
Geographic Segmentation
Demographic Segmentation
Targeting Specific Markets Based on Demographic Characteristics
Psychographic Segmentation
Benefit Segmentation
Behavior Segmentation
Combining Segmentation Approaches
Segmenting Organizational Markets
Organizational Buying Behavior
Lodging's Organizational Customer Segments
The Club Hotel by Double Tree
Contract Foodservice's Organizational Customer Segments
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Marketing Information and Research
Marketing Intelligence
Internal Company Sources
Competitor Information
Marketing Information Systems (MIS)
Marketing Research
Secondary Research
Syndicated Studies
Primary Research
Common Concerns in Hospitality Marketing Research
Who Are Our Customers?
Product Research: What Do Our Customers Want?
"The Room That Works": Market Research in Hotel Room Design
Copy Testing
Tracking Studies
The Research Process
Problem Definition
Research Design and Implementation
Data Analysis and Interpretation
Preparation of the Research Report
Marketing Research Lays Ground for Turnaround at Round Table Pizza
Consumer Information: Mining the Guest Database
Tracking Guest Transactions
Frequency Marketing
Using the DBM Program
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Marketing Strategy
Strategic Marketing
Strategic Versus Functional Marketing
Corporate Hierarchy
Corporation Strategic Planning
Company Mission
Portfolio Analysis and Identification of SBUs
SWOT Analysis
SBU Mission and Strategies
Low-Cost Focus Strategy: Southwest Airlines
International Expansion in Foodservice
Positioning
Functional Strategies and Plans
Strategy in Small Firms
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
The Marketing Plan
Why Plan?
Content and Development of a Marketing Plan
Executive Summary
Mission Statement
External Analysis
Internal Analysis
Market Segmentation and Positioning
Goals and Objectives
Action Plan
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
The Hospitality Product
The Hospitality Marketing Mix
The Service Offering
The Core Benefit
Facilitating Services
Supporting Services
Physical Environment: Managing the Evidence
First Impression: The Exterior
Lasting Impression: The Interior
Manipulating the Environment
The Concept as Product
Restaurant Concepts
Hotel Concepts
Branding
What's in a Name? Brand Equity
Types of Branding
Cobranding Prototype: Lodging and Foodservice
Birth of a New Brand
Brands in Institutional Foodservice
The Power of Branding
Product Life Cycle
Responses to Maturity
New Products
New Product Functions
Defining New Products
New Product Development
New Product Hazard: Cannibalization
Independent Operations
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Place in Hospitality Marketing: Distribution
Place and Places
The Concept of Distribution
Channels of Distribution
Lodging Distribution Systems
The Future of Reservations
Reservation Systems in Lodging
The Future of Reservations
Lodging Channels of Distribution
Selling Through Channels
Distribution in Foodservice
Franchising in Foodservice
Intensive Distribution: Intercept Marketing
Intermediaries
Other Intercompany Marketing Agreements: Alliances
Corporate Alliances
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Place in Hospitality Marketing: Location
Location Strategies
Clustering
Location Type: Freestanding or Part of a Larger Unit
Colocation
Funnel or Magnet?
Tactical Issues
Restaurant Location Evaluation
Location and Site Analysis with GIS
Restaurant Site Evaluation
Hotel Location: The Feasibility Study
Site Evaluation
Market Area Analysis
Demand Analysis
Competitive (Supply) Analysis
Lodging Supply and Demand by Location
Other Study Contents
Informed Judgment
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
The Price of Hospitality
Pricing Objectives
Sales-Oriented Pricing Objectives
Profit-Oriented Pricing Objective
Pricing in Nonprofit Operations
The Determinants of Price
Demand
Supply
Competition
Pricing Methods in Foodservice
Cost-Based Pricing
Contribution Margin Pricing
Demand-Based Pricing
Break-Even Analysis and Sales Mix
Selecting the Final Price
Hotel Pricing
Cost-Based Pricing
Room Rate Range
Yield Management
Critical Areas of Yield Management
Marriott International's Revenue Management System
Package Prices
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Marketing Communication: Advertising
Communication Mix
Objectives of Marketing Communication
Product Life Cycle
Decision-Making Process
Stimulating Demand
Hierarchy of Objectives
Advertising Goals and Objectives
Image Versus Promotional Advertising
Measurable Objectives
Advertising Planning
Target
Message: Unique Selling Proposition
Advertising Media Characteristics and Alternatives
City Buses as Moving Billboards
Using Direct Mailings and Due Bills to Generate Business
Timing
Budget
Advertising Agencies
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Marketing Communication: Sales Promotion, Public Relations/Publicity, and Personal Selling
Sales Promotion
Types of Sales Promotion
Public Relations and Publicity
Public Relations
Publicity
Tools of Public Relations and Publicity
Corporations Care!
Crisis Management
The Cost-Effectiveness of PR and Publicity
Personal Selling and the Sales Process
Prospecting
Planning the Sales Call
The Presentation
Closing the Sale
Follow-up
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
Reference
Marketing at the Unit Level
Basis for Local Marketing
Customers
Competition
Operations
Database Marketing
Local Marketing in Foodservice
Why Is Local Marketing in Foodservice Growing?
Local Marketing Issues for Chain Restaurants
Establishing a Local Marketing Program
Local Marketing Communication Methods
Menu Merchandising
Property-Level Marketing in Lodging
Product
Price
Promotion: Marketing Communication
Marketing via Books of Historical Fiction
Summary
Key Words and Concepts
Resources on the Internet
Discussion Questions
References
Index

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