Hospitality Marketing Management
John Wiley & Sons Inc (Verlag)
978-0-470-08858-6 (ISBN)
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Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text.
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.
Robert 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.
Preface 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 649
| Erscheint lt. Verlag | 10.3.2009 |
|---|---|
| Zusatzinfo | Photos: 56 B&W, 0 Color; Drawings: 69 B&W, 0 Color |
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 221 x 277 mm |
| Gewicht | 1792 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Weitere Fachgebiete ► Handwerk | |
| ISBN-10 | 0-470-08858-3 / 0470088583 |
| ISBN-13 | 978-0-470-08858-6 / 9780470088586 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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