Marketing for hospitality and tourism /
For courses in hospitality marketing, tourism marketing, restaurant marketing or hotel marketing. Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a...
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| Format: | Book |
| Language: | English |
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Boston :
Pearson,
[2017]
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| Edition: | Seventh edition. |
| Subjects: |
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. Managing Customer Information to Gain Customers Insights
- 6. Consumer Markets and Consumer Buying Behavior
- 7. Organizational Buyer Behavior of Group Market
- 8. Customer Driven Marketing Strategy: Creating Value for Target Customers
- Part III. Developing the Hospitality and Tourism Customer Value-Driven Strategy and Mix :
- 9. Designing and Managing Products and Brands: Building Customer Value
- 10. Internal Marketing
- 11. Pricing: Understanding and Capturing Customer Value
- 12. Marketing Channels: Delivering Customer Value
- 13. Engaging Customers and Communicating Customer Value
- 14. Public Relations and Sales Promotion
- 15. Professional Sales
- 16. Direct, Online, Social Media and Mobile
- Part IV. Managing Hospitality and Tourism Marketing :
- 17. Destination Marketing
- 18. Next Year's Marketing Plan.