Marketing for hospitality & tourism (5^th Ed.)

The most widely used Hospitality marketing book-this four-color leader is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Building on the authors' expertise, it uses an integrative approach to discuss the major marketing decisions hospitality marketing managers face in today's global marketplace. Video cases, chapter examples and marketing highlights showcase real people and companies and demonstrate how marketing impacts every member of the hospitality team. Experiential exercises and new material on social networking, database marketing and revenue management help solidify the book's position as the definitive source for information on hospitality marketing.

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS. Introduction: Marketing for Hospitality and Tourism. Service Characteristics of Hospitality and Tourism Marketing. The Role of Marketing in Strategic Planning<. PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES. The Marketing Environment. Marketing Information Systems and Marketing Research. Consumer Markets and Consumer Buying Behavior. Organizational Buyer Behavior of Group Market. Market Segmentation, Targeting, and Positioning. PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX. Designing and Managing Products. Internet Marketing. Pricing Products: Pricing Considerations, Approaches and Strategy. Distribution Channels. Promoting Products: Communication and Promotion Policy and Advertising. Promoting Products: Public Relations and Sales Promotion. Professional Sales. PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING. Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing. Destination Marketing. Next Year's Marketing Plan.