Hospitality Marketing Management / Edition 3

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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, John & Sons, Incorporated
  • Publication date: 2/28/2001
  • Edition description: 3RD Edition
  • Edition number: 3
  • Pages: 448
  • Product dimensions: 7.62 (w) x 9.46 (h) x 1.00 (d)

Table of Contents

Ch. 1 The functions of marketing 3
Ch. 2 Introduction to hospitality services marketing 41
Ch. 3 Understanding the behavior of hospitality consumers 81
Ch. 4 Market segmentation and positioning 119
Ch. 5 Developing a marketing plan 157
Ch. 6 Information for marketing decisions 197
Ch. 7 Developing new products and services 245
Ch. 8 Product-service mix strategy 271
Ch. 9 Marketing channels 309
Ch. 10 E-commerce 337
Ch. 11 Promotion and advertising 369
Ch. 12 Advertising and media planning 415
Ch. 13 Sales promotions, merchandising, and public relations 455
Ch. 14 Personal selling 493
Ch. 15 Pricing strategy 537
Ch. 16 Using menu design as a marketing tool 575
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