Hospitality Marketing Management and NRAEF Package / Edition 3

Hardcover (Print)
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Overview

Hospitality Marketing, Fourth Edition is a comprehensive core marketing text specifically geared for the two- and four-year hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory.
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Product Details

  • ISBN-13: 9780471442288
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 3/28/2001
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 448
  • Product dimensions: 7.58 (w) x 9.66 (h) x 1.27 (d)

Table of Contents

Preface
Pt. 1 Introduction to Hospitality Marketing 1
Ch. 1 The Functions of Marketing 3
Ch. 2 Introduction to Hospitality Services Marketing 31
Pt. 2 Understanding and Targeting Hospitality Consumers 59
Ch. 3 Understanding the Behavior of Hospitality Consumers 61
Ch. 4 Marketing Segmentation and Positioning 89
Pt. 3 Marketing Planning and Information 115
Ch. 5 Developing a Marketing Plan 117
Ch. 6 Information for Marketing Decisions 145
Pt. 4 Product-Service Mix and Distribution Strategies 177
Ch. 7 Developing New Products and Services 179
Ch. 8 Product-Service Mix Strategy 197
Ch. 9 Distribution, Intermediaries, and Electronic Commerce 221
Pt. 5 Promotion Mix 245
Ch. 10 Promotion and Advertising 247
Ch. 11 Advertising and Media Planning 281
Ch. 12 Sales Promotions, Merchandising, and Public Relations 313
Ch. 13 Personal Selling 337
Pt. 6 Pricing Strategy and Menu Design 369
Ch. 14 Pricing Strategy 371
Ch. 15 Using Menu Design as a Marketing Tool 397
Index 425
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