Hospitality Marketing Management, 5ed

Robert D. Reid

ISBN: 9788126537273

672 pages

INR 849

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.