Hospitality Marketing Management

Name: Hospitality Marketing Management
Price: 84.73 USD
Availability: InStock
ISBN: 9780471476542

ISBN-10: 0471476544

ISBN-13: 9780471476542

Edition: 4th 2006 (Revised)

Authors: Robert D. Reid, David C. Bojanic

List price: $115.95

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Description:

Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory. * Includes coverage of tourism marketing * Features new material on marketing technology and it's implications in the hospitality industry * Offers international coverage * Provides new, applications approach to the discipline of marketing

Book details

List price: $115.95
Edition: 4th
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 3/15/2005
Binding: Hardcover
Pages: 640
Size: 8.82" wide x 11.02" long x 1.19" tall
Weight: 3.630
Language: English

ROBERT D. REID is Dean of the College of Business and Professor of Hospitality Management and Marketing at James Madison University in Harrisonburg, Virginia.DAVID C. BOJANIC is Professor of Marketing in the Department of Hotel, Restaurant, and Travel Administration at the University of Massachusetts, Amherst.



Preface


Acknowledgments



Introduction to Hospitality Marketing



The Functions of Marketing



Introduction to Hospitality Services Marketing



Understanding and Targeting Hospitality Consumers



Understanding the Behavior of Hospitality Consumers



Market Segmentation and Positioning



Marketing Planning and Information



Developing a Marketing Plan



Information for Marketing Decisions



Product-Service Mix and Distribution Strategies



Developing New Products and Services



Product -Service Mix Strategy



Marketing Channels



E -commerce



Promotional Strategy



Promotion and Advertising



Advertising and Media Planning



Sales Promotions, Merchandising, and Public Relations



Personal Selling



Pricing Strategy and Menu Design



Pricing Strategy



Using Menu Design as a Marketing Tool


Index