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THE most widely used Hospitality marketing bookthis four-color leader is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Building on the authorsrs" expertise, it uses an integrative approach to discuss the major marketing decisions hospitality marketing managers face in today's global marketplace. Video cases, chapter examples and marketing highlights showcase real people and companies and demonstrate how marketing impacts every member of the hospitality team. Experiential exercises and new material on social networking, database marketing and revenue management help solidify the bookrs"s position as the definitive source for information on hospitality marketing.For those with careers in hospitality, hotel, restaurant or tourism customer service or marketing.
Table of Contents
Understanding the Hospitality and Tourism Marketing Process
Introduction: Marketing for Hospitality and Tourism
Service Characteristics of Hospitality and Tourism Marketing
The Role of Marketing in Strategic Planning
Developing Hospitality and Tourism Marketing Opportunities and Strategies
The Marketing Environment
Marketing Information Systems and Marketing Research
Consumer Markets and Consumer Buying Behavior
Organizational Buyer Behavior of Group Market
Market Segmentation, Targeting, and Positioning
Developing the Hospitality and Tourism Marketing Mix
Designing and Managing Products
Pricing Products: Pricing Considerations, Approaches, and Strategy
Promoting Products: Communication and Promotion Policy and Advertising
Promoting Products: Public Relations and Sales Promotion
Managing Hospitality and Tourism Marketing
Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing
Next Yearrsquo;s Marketing Plan
Table of Contents provided by Publisher. All Rights Reserved.