Marketing leadership in hospitality : foundations and practices
Author(s)
Bibliographic Information
Marketing leadership in hospitality : foundations and practices
John Wiley & Sons, c2000
3rd ed
Available at 9 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Description and Table of Contents
Description
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.
Table of Contents
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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