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Full Description
Marketing forHospitality and Tourism, 8e is the definitive source for hospitality marketing courses.Taking an integrative approach, this highly visual, four-color book discusseshospitality marketing from a team perspective, examining each hospitalitydepartment and its role in the marketing mechanism. These best-selling authorsare known as leading marketing educators and their book, a global phenomenon,is the most frequent adoption for the course. Developed with extensive studentand professor reviews, this edition includes new coverage of social media,discussion of current industry trends, and hands-on application assignments.
Contents
PART I: 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
PART II: 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
PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX
Designing and Managing Products
Internal marketing
Pricing Products: Pricing Considerations, Approaches, and Strategy
Distribution Channels
Promoting Products: Communication and Promotion Policy and Advertising
Promoting Products: Public Relations and Sales Promotion
Professional Sales
Direct and Online Marketing: Building Customer Relationships
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
Destination Marketing
Next Year's Marketing Plan
