Marketing Essentials in Hospitality and Tourism
Foundations and Practices
Published on 16. August 2007
Book
Paperback/Softback
640 pages
978-0-13-170827-3 (ISBN)
Description
Marketing Essentials in Hospitality and Tourism: Foundations and Practices provides readers with an introduction to hospitality marketing and the basics of its many different components. With a succinct three-part format, it introduces basic marketing concepts, discusses strategic marketing and the marketplace, and ends with functional strategies that can be used to increase competitive advantage. Tourism applications, interviews with industry executives and case studies provide a glimpse at the real-world of hospitality and tourism, while contemporary examples demonstrate how marketing techniques are used to increase the chances of success.
More details
Content
Table of Contents
PART I: INTRODUCTION
1. THE Concept of Marketing
2. Marketing Services
3. The Marketing Mix and the Product/Service Mix
4. Relationship and Loyalty Marketing
5. The Marketing Plan
PART II: STRATEGIC MARKETING AND THE MARKETPLACE
6. Strategic Marketing
7. Competition and the Marketing Environment
8. Understanding Individual Customers
9. Understanding Organizational Customers
10. Understanding Tourism Markets
PART III: FUNCTIONAL STRATEGIES
11. Advertising, merchandising, and public Relations
12. Personal Selling and Sales Promotions
13. Differentiation, Segmentation, and Target Marketing
14. Market Positioning and Branding
15. The Pricing Decision
16. Channels of Distribution
PART I: INTRODUCTION
1. THE Concept of Marketing
2. Marketing Services
3. The Marketing Mix and the Product/Service Mix
4. Relationship and Loyalty Marketing
5. The Marketing Plan
PART II: STRATEGIC MARKETING AND THE MARKETPLACE
6. Strategic Marketing
7. Competition and the Marketing Environment
8. Understanding Individual Customers
9. Understanding Organizational Customers
10. Understanding Tourism Markets
PART III: FUNCTIONAL STRATEGIES
11. Advertising, merchandising, and public Relations
12. Personal Selling and Sales Promotions
13. Differentiation, Segmentation, and Target Marketing
14. Market Positioning and Branding
15. The Pricing Decision
16. Channels of Distribution