Hospitality branding
著者
書誌事項
Hospitality branding
（Cornell hospitality management best practices）（Cornell paperbacks）
Cornell University Press, 2012
- : pbk
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注記
Includes bibliographical references (p. 169-179)
内容説明・目次
内容説明
In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool-all driven by the preeminence of the brand.
Chekitan S. Dev's award-winning research has appeared in leading journals including Cornell Hospitality Quarterly, Journal of Marketing, and Harvard Business Review. He is the recipient of several major hospitality research and teaching awards. A former corporate executive with Oberoi Hotels & Resorts, he has served corporate, government, education, advisory, and private equity clients in more than forty countries as consultant, seminar leader, keynote speaker and expert witness. Hospitality Branding brings together the most important insights from the author's many years of research and experience, all in a single, affordably priced volume (available in both print and eBook formats). Skillfully blending the knowledge of recent history, the wisdom of cutting-edge research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.
目次
Preface
Part I. The Hospitality Brandscape
Chapter 1. Hospitality Marketing and Branding: Past and Future
Chapter 2. Branding Challenges and Opportunities
Chapter 3. Branding and the Internet
Case Study I. Carnival Cruise Lines
Part II. Global Branding
Chapter 4. Global Brand Expansion
Chapter 5. Branding beyond Borders
Chapter 6. Brand Strategies
Case Study II. Ritz-Carlton Bali
Part III. Strategic Branding
Chapter 7. Brand Equity
Chapter 8. Brand Positioning
Chapter 9. Brand Extensions and Customer Loyalty
Case Study III. Taj Hotels, Resorts, and Palaces
Part IV. Branding Execution
Chapter 10. Managing Marketing and Branding Relationships
Chapter 11. Brand Franchising
Chapter 12. Brand Partnerships
Case Study IV. Groupon
Acknowledgments
Bibliography
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