Marketing Essentials in Hospitality and Tourism: Foundations and Practices / Edition 1

by Stowe Shoemaker, Margaret Shaw

Overview

Marketing Essentials in Hospitality and Tourism: Foundations and Practices provides readers with an introduction to hospitality marketing and the basics of its many different components. With a succinct three-part format, it introduces basic marketing concepts, discusses strategic marketing and the marketplace, and ends with functional strategies that can be used to increase competitive advantage. Tourism applications, interviews with industry executives and case studies provide a glimpse at the real-world of hospitality and tourism, while contemporary examples demonstrate how marketing techniques are used to increase the chances of success.

Product Details

ISBN-13:	9780131708273
Publisher:	Pearson Education
Publication date:	08/06/2007
Series:	Pearson Custom Library: Hospitality and Culinary Arts Series
Edition description:	New Edition
Pages:	640
Product dimensions:	8.20(w) x 10.90(h) x 1.40(d)

Table of Contents

Table of Contents

PART I: INTRODUCTION

1. THE Concept of Marketing

2. Marketing Services

3. The Marketing Mix and the Product/Service Mix

4. Relationship and Loyalty Marketing

5. The Marketing Plan

PART II: STRATEGIC MARKETING AND THE MARKETPLACE

6. Strategic Marketing

7. Competition and the Marketing Environment

8. Understanding Individual Customers

9. Understanding Organizational Customers

10. Understanding Tourism Markets

PART III: FUNCTIONAL STRATEGIES

11. Advertising, merchandising, and public Relations

12. Personal Selling and Sales Promotions

13. Differentiation, Segmentation, and Target Marketing

14. Market Positioning and Branding

15. The Pricing Decision

16. Channels of Distribution