Hospitality Marketing Management and NRAEF Package / Edition 3

Hospitality Marketing Management and NRAEF Package / Edition 3

by Robert D. Reid, David C. Bojanic, National Restaurant Association Educational Foundation
     
 

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. See more details below

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.

Product Details

ISBN-13:
9780471442288
Publisher:
Wiley
Publication date:
03/28/2001
Edition description:
Older Edition
Pages:
448
Product dimensions:
7.58(w) x 9.66(h) x 1.27(d)

Table of Contents

Preface
Pt. 1Introduction to Hospitality Marketing1
Ch. 1The Functions of Marketing3
Ch. 2Introduction to Hospitality Services Marketing31
Pt. 2Understanding and Targeting Hospitality Consumers59
Ch. 3Understanding the Behavior of Hospitality Consumers61
Ch. 4Marketing Segmentation and Positioning89
Pt. 3Marketing Planning and Information115
Ch. 5Developing a Marketing Plan117
Ch. 6Information for Marketing Decisions145
Pt. 4Product-Service Mix and Distribution Strategies177
Ch. 7Developing New Products and Services179
Ch. 8Product-Service Mix Strategy197
Ch. 9Distribution, Intermediaries, and Electronic Commerce221
Pt. 5Promotion Mix245
Ch. 10Promotion and Advertising247
Ch. 11Advertising and Media Planning281
Ch. 12Sales Promotions, Merchandising, and Public Relations313
Ch. 13Personal Selling337
Pt. 6Pricing Strategy and Menu Design369
Ch. 14Pricing Strategy371
Ch. 15Using Menu Design as a Marketing Tool397
Index425

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