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Description For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 6e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism.
These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments. For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing.
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Marketing for Hospitality and Tourism, 6e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments. Features Translates the authors' industry and academic experience into the definitive book for this course—the author is known as the leading marketing educator worldwide and this book is known as 'the bible' of the hospitality field. Explains how each team member in every area of operation participates in hospitality marketing—its integrative approach examines various roles (general manager, human resource manager, food and beverage manager, front and back office, etc.) and their contribution to marketing efforts. Features lively photographs, drawings and tables—each page is laid out in vivid, four-color format.
Uses engaging industry examples to entertain and engage students—Chapter-opening Mini-Cases, Marketing Highlights, and other features highlight hot-button issues in marketing. Provides hands-on application assignments—assignments include end-of-chapter Experiential Exercises and Internet Exercises that require students to visit a business, analyze a marketing tactic, and evaluate industry-leading websites. Develops important critical thinking skills—students are challenged withthought-provoking end-of-chapter questions. Table of Contents PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS 1. Introduction: Marketing for Hospitality and Tourism 2. Service Characteristics of hospitality and Tourism Marketing 3. The Role of Marketing in Strategic Planning PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES 4.
The Marketing Environment 5. Marketing Information Systems and Marketing Research 6. Consumer markets and Consumer Buying Behavior 7. Organizational Buyer Behavior of Group Market 8. Market Segmentation, Targeting, and Positioning PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX 9.
Designing and Managing Products 10. Internal marketing 11. Pricing Products: Pricing Considerations, Approaches, and Strategy 12. Distribution Channels 13. Promoting Products: Communication and Promotion Policy and Advertising 14. Promoting Products: Public Relations and Sales Promotion 15. Professional Sales 16.
Direct and Online Marketing: Building Customer Relationships PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING 17. Destination Marketing 18. Next Year's Marketing Plan.