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Hospitality Marketing Management, 4th Edition

Hospitality Marketing Management, 4th Edition

Robert D. Reid, David C. Bojanic

ISBN: 978-0-470-07359-9

May 2006

720 pages

Select type: E-Book

$93.50

Description

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
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.

  • New four color design and more visual aids such as tables, figures, and photos
  • New chapter on electronic commerce and its implications for the hospitality industry
  • Industry Profiles take the form of one-on-one interviews with industry leaders
  • Enhanced coverage of international marketing throughout the text
  • More in depth discussion of franchising, developing marketing plans, branding, strategic alliances, as well as budgeting for advertising
  • Real-world samples of actual media plans
  • New sections on “SPIN Selling,” an approach used by many Fortune 500 companies
  • New real-world case studies
  • More practical, applied approach to marketing than any of the competing texts on the market
  • Strong emphasis on foodservice marketing, as well as travel and tourism marketing
  • Accessible writing style, and many practical examples balanced across the various hospitality disciplines (i.e. lodging, foodservice, travel and tourism)