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Hospitality Marketing Management, 5th Edition
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David C. Bojanic is the Anheuser-Busch Foundation Professor of Tourism at the University of Texas at San Antonio, Texas.
Table of Contents
|INtroduction to Hospitality Marketing|
|The Functions of Marketing|
|Introduction to Marketing|
|The Marketing Mix|
|The Marketing Environment|
|The Marketing Management Cycle|
|Marketing Within The Organization|
|Case Study: Location, Location, Location?|
|Introduction to Hospitality Services Marketing|
|Introduction To Services Marketing|
|Service Trends Affecting the Hospitality and Tourism Industry|
|Case Study: Service Quality at the Excelsior Hotel|
|Case Study: Service Quality at Express Airlines|
|Understanding and Targeting Hospitality Consumers|
|Understanding the Behavior of Hospitality Consumers|
|Introduction to Hospitality Consumer Behavior|
|Factors That Influence Consumer Behavior|
|Consumer Decision Making Model|
|Consumer Problem-Solving Processes|
|Consumer Problem-Solving Techniques|
|Organizational Buyer Behavior|
|Case Study: Tempura Garden|
|Market Segmentation and Positioning|
|Introduction to Market Segmentation|
|Market Segmentation Decisions|
|Market Segmentation Strategies|
|Positioning the Product-Service Mix|
|Case Study: Segmenting and Positioning in the Cruise Industry|
|Marketing Planning and Information|
|Developing a Marketing Plan|
|The Marketing Planning Process|
|Case Study: Planning at the Westwind Resort|
|Information Systems for Marketing Decisions|
|Sources of Marketing Information|
|The Marketing Research Process|
|Ethical Issues In Marketing Research|
|Case Study: Bel Air Motel|
|Appendix: Data Collection and Sampling|
|Product-Service Mix and Distribution Strategies|
|Developing New Products and Services|
|Planning for New Products|
|Organizing for New Product Planning|
|New Product Development Process|
|Identifying Products and Services|
|Case Study: Product Development Dilemma at Rocco's|
|Case Study: Ben's Internship Interview|
|Managing Products and Services|
|Product Life Cycle|
|Applying the Product Life Cycle|
|Other Product Concepts|
|Managing in the Service Environment|
|Case Study: Starbucks Coffee|
|Case Study: The Wing Shack|
|Management Issues Related to Electronic Commerce|
|Electronic Marketing Strategies and Tactics|
|Case Study: Electronic Commerce Strategy at Malone Golf Club|
|Digital Case Study: Priceline.com|
|Digital Case Study: Orbitz|
|Promotion and Advertising|
|Managing the Promotional Mix|
|Planning and Evaluating Advertising Campaigns|
|Effects of Advertisi|
|Table of Contents provided by Publisher. All Rights Reserved.|