Marketing Hospitality / Edition 3

Hardcover (Print)
Buy Used
Buy Used from
(Save 39%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 98%)
Other sellers (Hardcover)
  • All (15) from $1.99   
  • New (3) from $58.49   
  • Used (12) from $1.99   


Easy to read and use, Marketing Hospitality, Third Edition offers a co mplete set of valuable pedagogical tools to facilitate learning and fu rther study, from chapter-end summaries, reviews of key words and conc epts, and Internet resources to discussion questions and references. A s marketing becomes increasingly important to the success of today's b usinesses, Marketing Hospitality, Third Edition gives future hospitali ty professionals an important career-building resource for virtually e very area of the field.

Read More Show Less

Editorial Reviews

A text for students in hospitality programs in a first one-quarter or one-semester course on hospitality marketing, looking at marketing as an integral part of operations. Combines material on both theory and applications, with chapters on areas such as consumer behavior, targeting markets, marketing information systems, the hospitality product, location, advertising, and marketing at the unit level. Includes chapter summaries, key words, discussion questions, b&w photos, and sidebars on field practice and case histories. Annotation c. by Book News, Inc., Portland, Or.
This text for students in hospitality management programs combines marketing theory with an emphasis on industry applications. After an overview of hospitality marketing, products, and services, chapters cover marketing research, segmentation, and targeting, as well as branding, distribution, location, pricing, and communication. There is detailed coverage of marketing planning and strategy, including step- by-step guidance on developing a marketing plan. This third edition contains updated information and new case histories. Hsu teaches in the Department of Hotel, Restaurant, and Institution Management and Dietetics at Kansas State University; Powers is professor emeritus at the School of Hotel and Food Administration at the University of Guelph in Canada. Annotation c. Book News, Inc., Portland, OR (
Read More Show Less

Product Details

  • ISBN-13: 9780471348856
  • Publisher: Wiley
  • Publication date: 6/28/2001
  • Edition description: REV
  • Edition number: 3
  • Pages: 384
  • Product dimensions: 7.80 (w) x 9.59 (h) x 1.13 (d)

Meet the Author

CATHY H. C. HSU, is Associate Professor in the Department of Hotel,Restaurant, and Institution Management and Dietetics at KansasState University in Manhattan, Kansas.
TOM POWERS, widely recognized for his pioneering work inhospitality education, is Professor Emeritus at the School of Hoteland Food Administration at the University of Guelph in Ontario,Canada.

Read More Show Less

Read an Excerpt

This book was writte primarily for stude ts i hospitality management programs. Most of these students will work in the industry; many of them already do. Because of the way hospitality businesses are structured, the overwhelming majority of graduates will spend their careers on the operations side of the business. The focus of this text, however, is marketing, not really an activity separate from operations but an integral part of it, especially at the unit level. Therefore, we combine attention to the theories and knowledge of marketing with a strong emphasis on applications in hospitality operations.

Certainly, the body of theory and knowledge is important to students. However, being able to put practical experience together with a sound grasp of theory is even more important. After (or even before) graduation, most students will work for a multiunit company, either a chain or a franchise organization. This larger context requires a comprehension of the strategies and planning of the business so that managers can implement such strategies with proper knowledge and an understanding of their purpose. The design of this book strives to help students develop the necessary knowledge through a logical presentation and explanation of concepts and theories and to provide students with real-life examples to help them bridge the gap between theory and practice.

The more immediate concern of graduates and working students is the challenge of day-to-day unit operations, where most people spend several years before moving on to corporate responsibilities. Because of the importance of achieving success at the unit level, this text places significant emphasis on trade sources, such as industry conferences, and the collective wisdom of practitioners garnered from their years of practical experience. The framework for these practical applications, naturally, is provided by the academic knowledge of marketing.

This book was also written for professors who teach hospitality marketing. This text, designed for a one-quarter or one-semester course, can be used in either one of the two types of marketing classes. Most hospitality curricula include two courses in marketing. The first is a principles of marketing course. Marketing Hospitality provides the basic foundations of marketing theory necessary for the introductory course when it is taught by hospitality faculty. In many programs, however, the introductory course is taught by business faculty. Hospitality faculty then teach a second course, often called Hospitality Marketing Management or Advanced Hospitality Marketing. This text is suitable for this second course taught by instructors who wish to emphasize the applications of marketing.

A valid concern of instructors is the usefulness and effectiveness of a textbook. Before working on this third edition, a survey of hospitality marketing instructors was conducted to identify desired topics, appropriate approaches, and preferred, add-ons of a hospitality marketing textbook. Hospitality students learning styles have also been researched (by the lead author Cathy H. C. Hsu) over the past 10 years. The findings indicate that hospitality students learn best through hands-on experiences and practical application of ideas. Preferences of both instructors and students were taken into consideration and incorporated into the design of this book. It is only appropriate for authors of a marketing textbook to understand end users needs and wants because of the very nature of the subject matter a subject that focuses on how to satisfy consumers.

Both of us have used the first and second editions of this text in the classroom for several years and have been pleased with students reactions. Students (even anonymously) have indicated that they liked the book and found it easy to read. Other instructors who have used the book report similar results. Instructors also like the industry examples and discussion, the detailed and current information, and the overview of the industry. We have worked hard to maintain the strengths of the book. Significant emphasis has been placed on industry examples in the main body of the text. In addition, case studies are used to develop students awareness of contemporary issues and practices related to the subject matter of the various chapters. Examples are drawn primarily from foodservice and lodging operations. When practices are different in the two sectors, topics are analyzed separately. Additional illustrations are derived from travel and tourism businesses such as airlines, casinos, and tour operators.

To reflect instructors preferences and changes in service marketing practices, virtually all chapters have been rewritten and reorganized. Students are provided with an overall picture of the marketing activities in hospitality organizations in Chapter 1. Chapter 2, Hospitality Services, was added to offer a systematic review of the differences between products and services. Students are introduced to the differences early so that they will have a more focused perspective when evaluating the internal and external environmental factors as reviewed in Chapter 3. The discussions of consumer behavior and marketing research in Chapters 3 to 5 have been expanded to include a more detailed examination of the underlying principles.

Chapter 6, on marketing strategy, has also been redesigned to focus on the increasingly important issue of strategic planning. Students are then taken through a step-by-step process of developing a marketing plan in Chapter 7. The discussion of marketing mix elements has been updated to reflect current industry practices. The yield management concept is explained in more detail, and the actual calculation of pricing has been minimized, based on the suggestions of a number of instructors. The emphasis in the second edition on branding, distribution, and unit-level marketing is retained in this edition. A list of Internet resources is provided at the end of each chapter, allowing instructors and students to visit the Web sites of the various companies and associations mentioned in the chapters.

An Instructor's Manual (ISBN 0-471-35737-5) with test questions accompanies this textbook. The Instructor's Manual includes course syllabi, objectives, lecture outlines, key words and concepts with definitions, Internet exercises, answers to the Discussion Questions in the textbook, and Classroom Discussion Exercises. In addition, there are several Field Research Projects. The Test Bank and PowerPoint slides are available to qualified adopters at www.

Cathy H. C. Hsu

Tom Powers

March 2001

Read More Show Less

Table of Contents


Marketing—Everybody's Job.

Hospitality Services.

The Macro and Micro Environments of Hospitality Marketing.

Market Segmentation and Targeting Marketing.

Marketing Information and Research.

Marketing Strategy.

The Marketing Plan.

The Hospitality Product.

Place in Hospitality Marketing: Distribution.

Place in Hospitality Marketing: Location.

The Price of Hospitality.

Marketing Communication: Advertising.

Marketing Communication: Sales Promotion, PublicRelations/Publicity, and Personal Selling.

Marketing at the Unit Level.


Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)