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.
Key Features
- Translates the authors' industry and academic experience into the definitive book for this course.
- Explains how each team member in every area of operation participates in hospitality marketing.
- Features lively photographs, drawings and tables.
- Uses engaging industry examples to entertain and engage students.
- Provides hands-on application assignments.
- Develops important critical thinking skills.
New to this edition - This sixth edition offers a major revision that reflects current trends, including the increasing use of social media in the hospitality industry.
- New coverage of social media shows how to use Facebook and Twitter to increase customer loyalty, build brand awareness, and reduce promotions costs.
- New student review process involves end user in the development process and ensures each chapter is filled with examples that are current, relevant, clear.
- New cases and examples highlight companies that students can relate to, such as Chipotle and Starbucks.
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
Book Details
- Hardcover: 704 pages
- Publisher: Prentice Hall; 6 edition (March 15, 2013)
- Language: English
- ISBN-10: 0132784025
- ISBN-13: 978-0132784023
- Product Dimensions: 8.5 x 1.1 x 10.9 inches
- List Price: $137.33