Hospitality Marketing Management, 5ed
ISBN: 9788126537273
672 pages
Description
Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text. This popular textbook explores marketing and themes unique to hospitality and tourism, with a focus on the practical applications of marketing rather than marketing theory. It provides readers with the tools they need to successfully execute marketing campaigns for a hospitality business, no matter what their specialty.
PART ONE: INTRODUCTION TO HOSPITALITY MARKETING.
Chapter 1 The Functions of Marketing.
· Introduction to Marketing.
· The Marketing Mix.
· The Marketing Environment.
· The Marketing Management Cycle.
· Marketing within the Organization.
· Case Study: Location, Location, Location?
Chapter 2 Introduction to Hospitality Services Marketing.
· Introduction to Services Marketing.
· Service Quality.
· Customer Satisfaction.
· Service Trends Affecting the Hospitality and Tourism Industry.
· Case Study: Service Quality at the Excelsior Hotel.
· Case Study: Service Quality at Express Airlines.
PART TWO: UNDERSTANDING AND TARGETING HOSPITALITY CONSUMERS.
Chapter 3 Understanding the Behavior of Hospitality Consumers.
· Introduction to Hospitality Consumer Behavior.
· Factors that Influence Consumer Behavior.
· Consumer Decision-Making Model.
· Consumer Problem-Solving Processes.
· Consumer Problem-Solving Techniques.
· Organizational Buyer Behavior.
· Case Study: Tempura Garden.
Chapter 4 Market Segmentation and Positioning.
· Introduction to Market Segmentation.
· Segmentation Variables.
· Market Segmentation Decisions.
· Market Segmentation Strategies.
· Positioning the Product--Service Mix.
· Case Study: Segmenting and Positioning in the Cruise Industry.
PART THREE: MARKETING PLANNING AND INFORMATION.
Chapter 5 Developing a Marketing Plan.
· Introduction.
· The Marketing Planning Process.
· Sales Forecasting.
· Case Study: Planning at the Westwind Resort.
Chapter 6 Information Systems for Marketing Decisions.
· Introduction.
· Sources of Marketing Information.
· The Marketing Research Process.
· Ethical Issues in Marketing Research.
· Case Study: Bel Air Motel.
· Appendix: Data Collection and Sampling.
PART FOUR: PRODUCT--SERVICE MIX AND DISTRIBUTION STRATEGIES.
Chapter 7 Developing New Products and Services.
· Introduction.
· Planning for New Products.
· Organizing for New Product Planning.
· New Product Development Process.
· Identifying Products and Services.
· Case Study: Product Development Dilemma at Rocco's.
· Case Study: Ben's Internship Interview.
Chapter 8 Managing Products and Services.
· Introduction.
· Product Life Cycle.
· Applying the Product Life Cycle.
· Other Product Concepts.
· Managing in the Service Environment.
· Case Study: Starbucks Coffee.
Chapter 9 Marketing Channels.
· Introduction.
· Channel Strategy.
· Franchising.
· Case Study: The Wing Shack.
Chapter 10 Electronic Commerce.
· Introduction.
· Management Issues Related to Electronic Commerce.
· Electronic Marketing Strategies and Tactics.
· Case Study: Electronic Commerce Strategy at Malone Golf Club.
· Digital Case Study: Priceline.com.
· Digital Case Study: Orbitz.
PART FIVE: PROMOTIONS STRATEGY.
Chapter 11 Promotion and Advertising.
· Introduction.
· Managing the Promotional Mix.
· Advertising Management.
· Planning and Evaluating Advertising Campaigns.
· Effects of Advertising.
· Case Study: The Glen Pub.
· Case Study: Mr. C's Sandwich Shoppes.
Chapter 12 Advertising and Media Planning.
· Introduction.
· Print Media.
· Broadcast Media.
· Direct Mail.
· Support Media.
· Case Study: Advertising Decisions for the Alexandria Inn.
Chapter 13 Sales Promotions, Merchandising, and Public Relations.
· Introduction.
· Sales Promotions.
· Merchandising.
· Public Relations.
· Case Study: Princess Suites.
Chapter 14 Personal Selling.
· Introduction.
· Selling to Group Markets.
· The Personal Selling Process.
· Personal Selling Tools.
· Ethical Issues in Personal Selling.
· Case Study: Atlantis Resort.
PART SIX: PRICING STRATEGY AND DESTINATION MARKETING.
Chapter 15 Pricing Strategy.
· Introduction.
· Factors that Affect Pricing Decisions.
· Broad Pricing Strategies.
· Pricing Techniques and Procedures.
· Segmented Pricing.
· Revenue Management.
· Pricing Law and Ethics.
· Case Study: The Pasta Shack.
Chapter 16 Destination Marketing.
· Introduction.
· Destination Product Development.
· Destination Marketing Communications.
· Destination Research.
· Case Study: Paradise Valley CVB.
Glossary.
Index.