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Hospitality Marketing Management

ISBN-10: 0471476544
ISBN-13: 9780471476542
Edition: 4th 2006 (Revised)
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  More...

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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: 8.50" wide x 11.00" long x 1.00" tall
Weight: 3.630
Language: English

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

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

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