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The most widely used Hospitality marketing text– this 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.
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Features
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- An integrative approach–explains the role of marketing in the hospitality operation—focusing on the how and why of everyone's role in marketing.
- Coverage of more key topics–such as internal marketing, destination marketing and public relations.
- Chapter-opening mini-cases–describe how an actual hospitality and travel company has successfully applied marketing.
- An international focus–reflects the global nature of the industry.
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Contents
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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
Case Studies
Glossary
Index
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Book Details
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Author(s):
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ISBN
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9788131759349
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Pages
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708
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Imprint
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Pearson Education
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Binding
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Paperback
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© Year
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2010
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Weight
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1.277 Kg
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