 Hospitality Marketing Management, 4th Edition
ISBN: 978-0-471-47654-2
Hardcover
640 pages
March 2005
US $109.00
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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.
