Marketing Leadership in Hospitality and Tourism: Strategies and Tactics for Competitive Advantage / Edition 4

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Overview

Continuing the tradition of the first three editions, this new edition of Marketing Leadership in Hospitality and Tourism is truly a hospitality and tourism marketing text, not a marketing text with hospitality and tourism examples inserted. the authors bring to this text their experience and knowledge of the industry, gained through years of studying the discipline of marketing and working with hospitality and tourism executives around the world.

The book has been rewritten and enhanced to include not only the latest research in marketing theory, but current real-life examples of how hospitality and tourism entities use marketing to gain a competitive advantage. Its philosophy remains the same- that every person in a hospitality and tourism enterprise has responsibility for marketing.

Features of this new edition include:

  • Interviews with senior executives and owners of hospitality and tourism enterprises
  • Web-based exercises that allow the student to see how hospitality and tourism entities implement the topics discussed in class
  • Specific highlighted examples of how tourist organizations use marketing to gain a competitive advantage
  • International perspective of the hospitality and tourism industries

For information about all Prentice hall Hospitality Management and culinary Arts titles, visit: www.prenhall.com/hospitality

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Product Details

  • ISBN-13: 9780131182400
  • Publisher: Prentice Hall
  • Publication date: 10/23/2006
  • Edition description: REV
  • Edition number: 4
  • Pages: 688
  • Product dimensions: 8.20 (w) x 10.60 (h) x 1.50 (d)

Meet the Author

Stowe Shoemaker is the Donald Hubbs Distinguished Professor and the Associate Dean of Research at the University of Houston's Conrad Hilton College of Hotel and Restaurant Management. Prior to moving to the University of Houston, Dr. Shoemaker taught at the University of Nevada, Las Vegas and has 15 years of experience working in the hotel industry and in consulting.

Robert C. Lewis was a professor of marketing and strategy in hospitality, and graduate coordinator at the University Of Guelph, Ontario, Canada, from which he is now retired. He previously served ten years in the same position at the University of Massachusetts/Amherst, where he is Professor Emeritus.

Peter C. Yesawich is Chairman and Chief Executive Officer of Yesawich, Pepperdine, Brown & Russell (YPB&R), America's leading marketing, advertising, and public relations agency serving travel, leisure, ad lifestyle clients. The agency represents clients in every category of the travel industry through seven offices across the US and Europe.

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Table of Contents

Table of Contents

PART I: INTRODUCTION

1. The Concept of Marketing

2. Marketing Services and the Hospitality Experience

3. The Marketing Mix and the Product/Service Mix

4. Relationship/Loyalty Marketing

PART II: MARKETING TO GAIN A COMPETITIVE ADVANTAGE

5. Strategic Marketing

6. The Strategic Marketing System and Marketing Objectives

PART III: THE MARKETPLACE

7. Understanding Individual Customers

8. Understanding Organizational Customers

PART IV: SITUATIONAL ANALYSIS

9. Understanding Competition

10. Marketing Intelligence and Research

APPENDIX 10: UNDERSTANDING THE MARKETING RESEARCH PROCESS

PART V: FUNCTIONAL STRATEGIES

11. Differentiation, Segmentation and Target Marketing

12. Branding and Market Positioning

APPENDIX 12: BRAND POSITIONING: AN EXAMPLE

13. The Hospitality Pricing Mix

APPENDIX 13: REVENUE MANAGEMENT

14. The Communications Mix: Advertising

15. The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity

16. The Communications Mix: Personal Selling

17. Hospitality Distribution Systems

18. Channels of Distribution: Bringing the Customer to the Product

19. Interactive marketing: Internet and Database Marketing

PART VI: SYNTHESIS

20. The Marketing Plan

21. Destination Marketing

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