Hospitality Marketing Management / Edition 5by Robert D. Reid, David C. Bojanic
Pub. Date: 02/09/2009
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/i>
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.
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Table of Contents
PART ONE: INTRODUCTION TO HOSPITALITY MARKETING.
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 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.
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.
The Marketing Planning Process.
Case Study: Planning at the Westwind Resort.
Chapter 6 Information Systems for Marketing Decisions.
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.
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.
Product Life Cycle.
Applying the Product Life Cycle.
Other Product Concepts.
Managing in the Service Environment.
Case Study: Starbucks Coffee.
Chapter 9 Marketing Channels.
Case Study: The Wing Shack.
Chapter 10 Electronic Commerce.
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.
Managing the Promotional Mix.
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.
Case Study: Advertising Decisions for the Alexandria Inn.
Chapter 13 Sales Promotions, Merchandising, and Public Relations.
Case Study: Princess Suites.
Chapter 14 Personal Selling.
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.
Factors that Affect Pricing Decisions.
Broad Pricing Strategies.
Pricing Techniques and Procedures.
Pricing Law and Ethics.
Case Study: The Pasta Shack.
Chapter 16 Destination Marketing.
Destination Product Development.
Destination Marketing Communications.
Case Study: Paradise Valley CVB.
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