Hospitality Marketing Management, 5th Edition
ISBN: 9780470088586 | 0470088583
Edition: 5Format: Hardcover
Publisher: Wiley
Pub. Date: 2/1/2009
Why Rent from Knetbooks?
Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!
Top 5 reasons to order all your textbooks from Knetbooks:
- We have the lowest prices on thousands of popular textbooks
- Free shipping both ways on ALL orders
- Most orders ship within 48 hours
- Need your book longer than expected? Extending your rental is simple
- Our customer support team is always here to help
The ticket to successful marketing campaigns for the hospitality tradeWhile the essentials of marketing are applicable everywhere, marketing for hospitality carries its own unique demands and circumstances. Moreover, the hospitality and tourism industry has developed and matured in recent years: today's hospitality marketer needs to be equally as concerned with service and Internet optimization as with traditional marketing techniques.Reid and Bojanic's Hospitality Marketing Management'”now in its Fifth Edition'”is a comprehensive resource tha... MORE
| 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? | |
| Introduc... MORE | |
| 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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
Robert D. Reid is Dean and Professor of the College of Business at James Madison University, Harrisonburg, Virginia.
David C. Bojanic is the Anheuser-Busch Foundation Professor of Tourism at the University of Texas at San Antonio, Texas.
Related Products
Outlines and Highlights for Ho...
Please wait while this item is added to your cart...
