Hospitality Marketing Management, Student Workbook / Edition 3

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More About This Textbook

Overview

Hospitality marketing is the performance of business activities that direct the flow of goods and services from product to consumer. The marketing role in a hotel or restaurant is concerned about understanding customer needs, creating a product-service mix that satisfies these needs, and promoting and selling the product-service mix in order to generate a satisfactory level of income.
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Product Details

  • ISBN-13: 9780471413097
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 3/28/2001
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 104
  • Product dimensions: 7.50 (w) x 9.32 (h) x 0.30 (d)

Table of Contents

Preface
Pt. 1 Introduction to Hospitality Marketing 1
Ch. 1 The Functions of Marketing 3
Ch. 2 Introduction to Hospitality Services Marketing 31
Pt. 2 Understanding and Targeting Hospitality Consumers 59
Ch. 3 Understanding the Behavior of Hospitality Consumers 61
Ch. 4 Marketing Segmentation and Positioning 89
Pt. 3 Marketing Planning and Information 115
Ch. 5 Developing a Marketing Plan 117
Ch. 6 Information for Marketing Decisions 145
Pt. 4 Product-Service Mix and Distribution Strategies 177
Ch. 7 Developing New Products and Services 179
Ch. 8 Product-Service Mix Strategy 197
Ch. 9 Distribution, Intermediaries, and Electronic Commerce 221
Pt. 5 Promotion Mix 245
Ch. 10 Promotion and Advertising 247
Ch. 11 Advertising and Media Planning 281
Ch. 12 Sales Promotions, Merchandising, and Public Relations 313
Ch. 13 Personal Selling 337
Pt. 6 Pricing Strategy and Menu Design 369
Ch. 14 Pricing Strategy 371
Ch. 15 Using Menu Design as a Marketing Tool 397
Index 425
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