Free Delivery Over $100
|
|
|||
|
||||
OverviewCompletely 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. Full Product DetailsAuthor: Robert D. Reid , David C. BojanicPublisher: John Wiley and Sons Ltd Imprint: John Wiley & Sons Ltd Edition: 5th Edition Dimensions: Width: 21.80cm , Height: 3.20cm , Length: 28.00cm Weight: 1.740kg ISBN: 9780470088586ISBN 10: 0470088583 Pages: 672 Publication Date: 10 March 2009 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Unknown Availability: In Print  Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock. Table of ContentsPreface IX Acknowledgments XV PART ONE INTRODUCTION TO HOSPITALITY MARKETING 01 Chapter 1 The Functions of Marketing 03 Introduction to Marketing 08 The Marketing Mix 16 The Marketing Environment 20 The Marketing Management Cycle 28 Marketing within the Organization 31 Case Study: Location, Location, Location? 38 Chapter 2 Introduction to Hospitality Services Marketing 41 Introduction to Services Marketing 45 Service Quality 54 Customer Satisfaction 62 Service Trends Affecting the Hospitality and Tourism Industry 70 Case Study: Service Quality at the Excelsior Hotel 79 Case Study: Service Quality at Express Airlines 81 PART TWO UNDERSTANDING AND TARGETING HOSPITALITY CONSUMERS 83 Chapter 3 Understanding the Behavior of Hospitality Consumers 85 Introduction to Hospitality Consumer Behavior 89 Factors that Influence Consumer Behavior 91 Consumer Decision-Making Model 102 Consumer Problem-Solving Processes 107 Consumer Problem-Solving Techniques 111 Organizational Buyer Behavior 113 Case Study: Tempura Garden 120 Chapter 4 Market Segmentation and Positioning 123 Introduction to Market Segmentation 127 Segmentation Variables 130 Market Segmentation Decisions 140 Market Segmentation Strategies 143 Positioning the Product–Service Mix 146 Case Study: Segmenting and Positioning in the Cruise Industry 157 PART THREE MARKETING PLANNING AND INFORMATION 159 Chapter 5 Developing a Marketing Plan 161 Introduction 165 The Marketing Planning Process 170 Sales Forecasting 189 Case Study: Planning at the Westwind Resort 199 Chapter 6 Information Systems for Marketing Decisions 203 Introduction 208 Sources of Marketing Information 214 The Marketing Research Process 224 Ethical Issues in Marketing Research 237 Case Study: Bel Air Motel 242 Appendix: Data Collection and Sampling 244 PART FOUR PRODUCT–SERVICE MIX AND DISTRIBUTION STRATEGIES 249 Chapter 7 Developing New Products and Services 251 Introduction 255 Planning for New Products 258 Organizing for New Product Planning 262 New Product Development Process 263 Identifying Products and Services 268 Case Study: Product Development Dilemma at Rocco’s 275 Case Study: Ben’s Internship Interview 277 Chapter 8 Managing Products and Services 279 Introduction 283 Product Life Cycle 284 Applying the Product Life Cycle 288 Other Product Concepts 294 Managing in the Service Environment 303 Case Study: Starbucks Coffee 312 Chapter 9 Marketing Channels 315 Introduction 318 Channel Strategy 318 Franchising 333 Case Study: The Wing Shack 340 Chapter 10 Electronic Commerce 343 Introduction 347 Management Issues Related to Electronic Commerce 357 Electronic Marketing Strategies and Tactics 367 Case Study: Electronic Commerce Strategy at Malone Golf Club 379 Digital Case Study: Priceline.com 379 Digital Case Study: Orbitz 379 PART FIVE PROMOTIONS STRATEGY 381 Chapter 11 Promotion and Advertising 383 Introduction 387 Managing the Promotional Mix 390 Advertising Management 400 Planning and Evaluating Advertising Campaigns 407 Effects of Advertising 418 Case Study: The Glen Pub 427 Case Study: Mr. C’s Sandwich Shoppes 429 Chapter 12 Advertising and Media Planning 431 Introduction 435 Print Media 441 Broadcast Media 447 Direct Mail 455 Support Media 459 Case Study: Advertising Decisions for the Alexandria Inn 468 Chapter 13 Sales Promotions, Merchandising, and Public Relations 471 Introduction 475 Sales Promotions 475 Merchandising 486 Public Relations 492 Case Study: Princess Suites 502 Chapter 14 Personal Selling 505 Introduction 509 Selling to Group Markets 513 The Personal Selling Process 526 Personal Selling Tools 536 Ethical Issues in Personal Selling 540 Case Study: Atlantis Resort 546 PART SIX PRICING STRATEGY AND DESTINATION MARKETING 547 Chapter 15 Pricing Strategy 549 Introduction 553 Factors that Affect Pricing Decisions 553 Broad Pricing Strategies 560 Pricing Techniques and Procedures 563 Segmented Pricing 569 Revenue Management 573 Pricing Law and Ethics 579 Case Study: The Pasta Shack 589 Chapter 16 Destination Marketing 591 Introduction 594 Destination Product Development 597 Destination Marketing Communications 605 Destination Research 607 Case Study: Paradise Valley CVB 617 Glossary 620 Index 649ReviewsAuthor InformationRobert D. Reid is Dean and Professor of the College of Business at James Madison University, Harrisonburg, Virginia. David C. Bojanic is the Anheuser-Busch Foundation Professor of Tourism at the University of Texas at San Antonio, Texas. Tab Content 6Author Website:Countries AvailableAll regions |
||||
