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Full Description
Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text. This popular textbook explores marketing and themes unique to hospitality and tourism, with a focus on the practical applications of marketing rather than marketing theory. It provides readers with the tools they need to successfully execute marketing campaigns for a hospitality business, no matter what their specialty.
Contents
Preface. Acknowledgments.Chapter 1 The Functions of Marketing.Introduction to Marketing.The Marketing Mix.The Marketing Environment.The Marketing Management Cycle.Marketing within the Organization.Case Study: Location, Location, Location?Chapter 2 Introduction to Hospitality Services Marketing.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.PART TWO: UNDERSTANDING AND TARGETING HOSPITALITY CONSUMERS.Chapter 3 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.Chapter 4 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.PART THREE: MARKETING PLANNING AND INFORMATION.Chapter 5 Developing a Marketing Plan.Introduction.The Marketing Planning Process.Sales Forecasting.Case Study: Planning at the Westwind Resort.Chapter 6 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.PART FOUR: PRODUCT SERVICE MIX AND DISTRIBUTION STRATEGIES.Chapter 7 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.Chapter 8 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.Chapter 9 Marketing Channels.Introduction.Channel Strategy.Franchising.Case Study: The Wing Shack.Chapter 10 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.PART FIVE: PROMOTIONS STRATEGY.Chapter 11 Promotion and Advertising.Introduction.Managing the Promotional Mix.Advertising Management.Planning and Evaluating Advertising Campaigns.Effects of Advertising.Case Study: The Glen Pub.Case Study: Mr. C s Sandwich Shoppes.Chapter 12 Advertising and Media Planning.Introduction.Print Media.Broadcast Media.Direct Mail.Support Media.Case Study: Advertising Decisions for the Alexandria Inn.Chapter 13 Sales Promotions, Merchandising, and Public Relations.Introduction.Sales Promotions.Merchandising.Public Relations.Case Study: Princess Suites.Chapter 14 Personal Selling.Introduction.Selling to Group Markets.The Personal Selling Process.Personal Selling Tools.Ethical Issues in Personal Selling.Case Study: Atlantis Resort.PART SIX: PRICING STRATEGY AND DESTINATION MARKETING.Chapter 15 Pricing Strategy.Introduction.Factors that Affect Pricing Decisions.Broad Pricing Strategies.Pricing Techniques and Procedures.Segmented Pricing.Revenue Management.Pricing Law and Ethics.Case Study: The Pasta Shack.Chapter 16 Destination Marketing.Introduction.Destination Product Development.Destination Marketing Communications.Destination Research.Case Study: Paradise Valley CVB.Glossary.Index.
