Hospitality Marketing Management / Edition 5

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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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Product Details

  • ISBN-13: 9780470088586
  • Publisher: Wiley
  • Publication date: 2/9/2009
  • Edition description: New Edition
  • Edition number: 5
  • Pages: 672
  • Sales rank: 506,439
  • Product dimensions: 8.50 (w) x 10.80 (h) x 1.30 (d)

Meet the Author

Robert D. Reid is Dean and Professor of the College ofBusiness at James Madison University, Harrisonburg, Virginia.

David C. Bojanic is the Anheuser-Busch FoundationProfessor of Tourism at the University of Texas at San Antonio,Texas.

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Table of Contents




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 ServicesMarketing.

Introduction to Services Marketing.

Service Quality.

Customer Satisfaction.

Service Trends Affecting the Hospitality and TourismIndustry.

Case Study: Service Quality at the Excelsior Hotel.

Case Study: Service Quality at Express Airlines.


Chapter 3 Understanding the Behavior of HospitalityConsumers.

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.

Segmentation Variables.

Market Segmentation Decisions.

Market Segmentation Strategies.

Positioning the Product–Service Mix.

Case Study: Segmenting and Positioning in the CruiseIndustry.


Chapter 5 Developing a Marketing Plan.


The Marketing Planning Process.

Sales Forecasting.

Case Study: Planning at the Westwind Resort.

Chapter 6 Information Systems for MarketingDecisions.


Sources of Marketing Information.

The Marketing Research Process.

Ethical Issues in Marketing Research.

Case Study: Bel Air Motel.

Appendix: Data Collection and Sampling.


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.


Channel Strategy.


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 GolfClub.

Digital Case Study:

Digital Case Study: Orbitz.


Chapter 11 Promotion and Advertising.


Managing the Promotional Mix.

Advertising Management.

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.


Print Media.

Broadcast Media.

Direct Mail.

Support Media.

Case Study: Advertising Decisions for the Alexandria Inn.

Chapter 13 Sales Promotions, Merchandising, and PublicRelations.


Sales Promotions.


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.


Chapter 15 Pricing Strategy.


Factors that Affect Pricing Decisions.

Broad Pricing Strategies.

Pricing Techniques and Procedures.

Segmented Pricing.

Revenue Management.

Pricing Law and Ethics.

Case Study: The Pasta Shack.

Chapter 16 Destination Marketing.


Destination Product Development.

Destination Marketing Communications.

Destination Research.

Case Study: Paradise Valley CVB.



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