Buch, Englisch, 672 Seiten, Format (B × H): 224 mm x 282 mm, Gewicht: 1769 g
ISBN: 978-0-470-08858-6
Verlag: Wiley
While the essentials of marketing are applicable everywhere, marketing for hospitality carries its own unique demands and circumstances. Moreover, the hospitality and tourism industry has developed and matured in recent years: today's hospitality marketer needs to be equally as concerned with service and Internet optimization as with traditional marketing techniques.
Reid and Bojanic's Hospitality Marketing Management--now in its Fifth Edition--is a comprehensive resource that explores the foundations of marketing in the hospitality industry and its unique themes, including:
* The roles of service and customer satisfaction in hospitality
* Specific ways to achieve guest satisfaction through an understanding of consumer behavior, market segmentation, and positioning
* Developing a marketing plan
* Strategies for promotion and advertising
* Pricing strategy
This new Fifth Edition also reflects recent trends and changes in the hospitality and tourism industry with new or expanded coverage of topics such as:
* International marketing in a global economy
* Tourism and destination marketing
* Taking advantage of Internet marketing opportunities
With a practical focus on the application of marketing in the industry, Hospitality Marketing Management, Fifth Edition delivers all the tools readers need to successfully execute marketing campaigns for a hospitality business, no matter their specialty.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Technische Wissenschaften Sonstige Technologien | Angewandte Technik Sonstige Technologien
- Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Ökotrophologie (Ernährungs- und Haushaltswissenschaften)
Weitere Infos & Material
Preface.
PART 1: INTRODUCTION TO HOSPITALITY MARKETING.
Chapter 1: The Functions of Marketing.
Chapter 2: Introduction to Hospitality Services Marketing.
PART 2: UNDERSTANDING AND TARGETING HOSPITALITY CONSUMERS.
Chapter 3: Understanding the Behavior of Hospitality Consumers.
Chapter 4: Market Segmentation and Positioning.
PART 3: MARKETING PLANNING AND INFORMATION.
Chapter 5: Developing a Marketing Plan.
Chapter 6: Information Systems for Marketing Decisions.
Part 4: Product-Service Mix and Distribution Strategies.
Chapter 7: Developing New Products and Services.
Chapter 8: Managing Products and Services.
Chapter 9: Marketing Channels.
Chapter 10: Electronic Commerce.
PART 5: PROMOTIONS 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 6: PRICING STRATEGY AND DESTINATION MARKETING.
Chapter 15: Pricing Strategy.
Chapter 16: Destination Marketing.
Glossary.
Index.
