Marketing Leadership in Hospitality and Tourism: Strategies and Tactics for Competitive Advantage / Edition 4

Marketing Leadership in Hospitality and Tourism: Strategies and Tactics for Competitive Advantage / Edition 4

by Stowe Shoemaker, Robert C. Lewis, Peter C. Yesawich
     
 

ISBN-10: 0131182404

ISBN-13: 9780131182400

Pub. Date: 10/23/2006

Publisher: Prentice Hall

How do you gain a sustainable competitive advantage in today’s global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? Marketing Leadership in Hospitality and Tourism, Fourth Edition addresses the marketing strategies and tactics known to be effective in the industry such as strategic pricing and

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Overview

How do you gain a sustainable competitive advantage in today’s global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? Marketing Leadership in Hospitality and Tourism, Fourth Edition addresses the marketing strategies and tactics known to be effective in the industry such as strategic pricing and revenue management, customer loyalty programs, proven communication mixes, and more! Each chapter explores how to market services and the hospitality experience from both an academic and industry point of view. Case studies, international examples, web exercises and intriguing interviews help readers learn about marketing and also about the industry itself.

Product Details

ISBN-13:
9780131182400
Publisher:
Prentice Hall
Publication date:
10/23/2006
Edition description:
REV
Pages:
688
Product dimensions:
8.30(w) x 10.60(h) x 1.50(d)

Table of Contents

Table of Contents

PART I: INTRODUCTION

1. The Concept of Marketing

2. Marketing Services and the Hospitality Experience

3. The Marketing Mix and the Product/Service Mix

4. Relationship/Loyalty Marketing

PART II: MARKETING TO GAIN A COMPETITIVE ADVANTAGE

5. Strategic Marketing

6. The Strategic Marketing System and Marketing Objectives

PART III: THE MARKETPLACE

7. Understanding Individual Customers

8. Understanding Organizational Customers

PART IV: SITUATIONAL ANALYSIS

9. Understanding Competition

10. Marketing Intelligence and Research

APPENDIX 10: UNDERSTANDING THE MARKETING RESEARCH PROCESS

PART V: FUNCTIONAL STRATEGIES

11. Differentiation, Segmentation and Target Marketing

12. Branding and Market Positioning

APPENDIX 12: BRAND POSITIONING: AN EXAMPLE

13. The Hospitality Pricing Mix

APPENDIX 13: REVENUE MANAGEMENT

14. The Communications Mix: Advertising

15. The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity

16. The Communications Mix: Personal Selling

17. Hospitality Distribution Systems

18. Channels of Distribution: Bringing the Customer to the Product

19. Interactive marketing: Internet and Database Marketing

PART VI: SYNTHESIS

20. The Marketing Plan

21. Destination Marketing

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