For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.
THE most widely used Hospitality marketing text-comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job.
Table of Contents :
I. UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING
1. Introduction: Marketing for Hospitality and Tourism.
2. Service Characteristics of Hospitality and Tourism Marketing.
3. The Role of Marketing in Strategic Planning.
II. DEVELOPING HOSPITALITY AND TOURISM
MARKETINGOPPORTUNITIES AND STRATEGIES.
4. The Marketing Environment.
5. Marketing Information Systems and Marketing Research.
6. Consumer Markets and Consumer Buying Behavior.
7. Organizational Buyer Behavior and Group Markets.
8. Market Segmentation, Targeting, and Positioning.
III. DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX.
9. Designing and Managing Products.
10. Internal Marketing.
11. Building Customer Loyalty through Quality.
12. Pricing Products: Pricing Considerations, Approaches and Strategy.
13. Distribution Channels.
14.Promoting Products: Communication and Promotion Policy and Advertising.
15. Promoting Products: Public Relations and Sales Promotion.
16. Professional Sales.*
IV. MANAGING HOSPITALITY AND TOURISM MARKETING.
17. Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing.*
18. Destination Marketing.
19. Next Year's Marketing Plan.