Hospitality Marketing Management / Edition 3

Hospitality Marketing Management / Edition 3

by Robert D. Reid, David C. Bojanic, David C. Bojanic
     
 

ISBN-10: 0471354627

ISBN-13: 9780471354628

Pub. Date: 02/28/2001

Publisher: Wiley

"This fully revised and updated Fourth Edition of Hospitality Marketing Management, is in a new, full-color format. Providing readers with plain-language explanations, an abundance of exercises, and solid reinforcement of underlying theory, this new edition continues the book's long-standing tradition of providing students with a practical, applications-oriented…  See more details below

Overview

"This fully revised and updated Fourth Edition of Hospitality Marketing Management, is in a new, full-color format. Providing readers with plain-language explanations, an abundance of exercises, and solid reinforcement of underlying theory, this new edition continues the book's long-standing tradition of providing students with a practical, applications-oriented approach to exploring the intricacies of marketing in this rapidly growing industry." Packed with more visual aids than ever, this new edition also includes one-on-one interviews with industry leaders, as well as enhanced coverage of branding, franchising, strategic alliances, and international marketing. The text encourages learning-by-doing, and many chapters feature step-by-step models and processes that readers follow to develop marketing plans, evaluate research, develop sales forecasts, and plan sales presentations, as well as other activities essential to the world of hospitality marketing professionals.

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Product Details

ISBN-13:
9780471354628
Publisher:
Wiley
Publication date:
02/28/2001
Edition description:
3RD Edition
Pages:
448
Product dimensions:
7.62(w) x 9.46(h) x 1.00(d)

Table of Contents

Ch. 1The functions of marketing3
Ch. 2Introduction to hospitality services marketing41
Ch. 3Understanding the behavior of hospitality consumers81
Ch. 4Market segmentation and positioning119
Ch. 5Developing a marketing plan157
Ch. 6Information for marketing decisions197
Ch. 7Developing new products and services245
Ch. 8Product-service mix strategy271
Ch. 9Marketing channels309
Ch. 10E-commerce337
Ch. 11Promotion and advertising369
Ch. 12Advertising and media planning415
Ch. 13Sales promotions, merchandising, and public relations455
Ch. 14Personal selling493
Ch. 15Pricing strategy537
Ch. 16Using menu design as a marketing tool575

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