Hospitality Marketing / Edition 4

Hospitality Marketing / Edition 4

by Robert D. Reid, David C. Bojanic
     
 

ISBN-10: 0471476544

ISBN-13: 9780471476542

Pub. Date: 04/28/2005

Publisher: Wiley

Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory.

Overview

Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory.

  • Includes coverage of tourism marketing
  • Features new material on marketing technology and it's implications in the hospitality industry
  • Offers international coverage
  • Provides new, applications approach to the discipline of marketing

Product Details

ISBN-13:
9780471476542
Publisher:
Wiley
Publication date:
04/28/2005
Edition description:
REV
Pages:
640
Product dimensions:
8.82(w) x 11.02(h) x 1.19(d)

Table of Contents

Preface.

Acknowledgments.

PART ONE: INTRODUCTION TO HOSPITALITY MARKETING.

Chapter 1: The Functions of Marketing.

Chapter 2 Introduction to Hospitality Services Marketing.

PART TWO: UNDERSTANDING AND TARGETING HOSPITALITY CONSUMERS.

Chapter 3: Understanding the Behavior of Hospitality Consumers.

Chapter 4: Market Segmentation and Positioning.

PART THREE: MARKETING PLANNING AND INFORMATION.

Chapter 5: Developing a Marketing Plan.

Chapter 6: Information for Marketing Decisions.

PART FOUR: PRODUCT-SERVICE MIX AND DISTRIBUTION STRATEGIES.

Chapter 7: Developing New Products and Services.

Chapter 8: Product-Service Mix Strategy.

Chapter 9: Marketing Channels.

Chapter 10: E-commerce.

PART FIVE: PROMOTIONAL STRATEGY.

Chapter 11: Promotion and Advertising.

Chapter 12: Advertising and Media Planning.

Chapter 13: Sales Promotions, Merchandising, and Public Relations.

Chapter 14: Personal Selling.

PART SIX: PRICING STRATEGY AND MENU DESIGN.

Chapter 15: Pricing Strategy.

Chapter 16: Using Menu Design as a Marketing Tool.

Index.

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