Marketing leadership in hospitality : foundations and practices
著者
書誌事項
Marketing leadership in hospitality : foundations and practices
John Wiley & Sons, c2000
3rd ed
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内容説明・目次
内容説明
Marketing is the strongest weapon there is for surviving in the hospitality world today. This book helps both students and professionals to make the necessary connection between hospitality businesses and their consumers. A separate chapter on marketing research, plus new case studies and examples, help bring this new edition straight to the cutting edge of hospitality marketing.
目次
INTRODUCTION TO HOSPITALITY MARKETING. The Concept of Marketing. Marketing Services and the Hospitality Experience. Relationship Marketing. THE MARKETING SYSTEM. Strategic Marketing. The Marketing Environment. Understanding Competition. The Marketing Plan. THE HOSPITALITY CUSTOMER. Understanding Individual Customers. Understanding the Organizational Customers. DEFINING THE MARKET. Differentiation, Segmentation, and Target Marketing. Market Positioning and Branding. THE MARKETING MIX. The Hospitality Mix and the Product/Service Mix. The Hospitality Presentation Mix. The Hospitality Pricing Mix. The Communications Mix: Foundations and Advertising. The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity. The Communications Mix: Personal Selling. Hospitality Distribution Systems. Appendices. Cases in Hospitality. Glossary. Indexes. World Maps.
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