Description
For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 8e 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. 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 MAKRETING MIX Designing and Managing Products Internal 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 Direct and Online Marketing: Building Customer Relationships PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING Destination Marketing Next Year’s Marketing Plan
