"The bible of the field." Easy-to-read and user-friendly, this book provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both academic and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give readers extraordinary insight into marketing situations actually encountered on the job. Service Characteristics of Hospitality and Tourism Marketing. The Role of Marketing in Strategic Planning. 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. Designing and Managing Products. Internal Marketing. Building Customer Satisfaction through Quality. Pricing Prod
Table of Contents
1. Introduction: Marketing for Hospitality and Tourism. 2. Service Characteristics of Hospitality and Tourism Marketing. 3. The Role of Marketing in Strategic Planning. 4. The Marketing Environment. 5. Marketing Information Systems and Marketing Research. 6. Consumer Markets and Consumer Buying Behavior. 7. Organizational Buyer Behavior of Group Market. 8. Market Segmentation, Targeting, and Positioning. 9. Designing and Managing Products. 10. Internal Marketing. 11. Building Customer Loyalty through Quality. 12. Pricing Products: Pricing Considerations, Approaches, and Strategy. 13. Distribution Channels. 14. Promoting Products: Communication and Promotion Policy and Advertising. 15. Promoting Products: Public Relations and Sales Promotion. 16. Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing. 17. Professional Sales. 18. Destination Marketing. 19. Next Year's Marketing Plan. Case Studies. Glossary.
We would like to thank the students and instructors who have used this text in the past. Their support has enabled us to come out with our third edition in just seven years. This text is now available in five languages. Students have told usMarketing for Hospitality and Tourismis both readable and interesting. One student wrote, "I enjoyed reading this book--it didn't seem like I was reading a textbook." The third edition maintains that readability. We had a team of students read each of the chapters to make sure the concepts presented made sense to them. Additionally, students were involved in the-final choice of illustrations for the text. We wanted to make certain the illustrations were both useful and interesting. For instructors, we made the text flow smoother from a teaching perspective. We have edited each chapter to keep the text current and relevant. For example, over the past four years the Internet has emerged as both a communication and distribution tool. In this edition, we incorporate discussions on the Internet throughout the text. We have also added a new chapter on electronic marketing. Other changes that were made in this edition are discussed later. Persons employed in hospitality and travel-related businesses have to be customer oriented, as customers are part of the product their company is selling. How you answer the phone, greet customers, and solve customers' problems can make the difference between satisfied and dissatisfied customers. Marketing calls upon everyone in the company to "think customer" and do all that they can to help create and deliver superior customer value and satisfaction. As Professor Stephen Burnett of Northwestern puts it, "In a truly great marketing organization, you can't tell who's in the marketing department. Everyone in the organization has to make decisions based on the impact on the customer." Everyone has to embrace marketing as a business philosophy. Each chapter in this book was carefully researched and constructed, using sound marketing concepts which are illustrated with examples from the hospitality and travel industry. The result is a book that provides a rich depth of practical examples and applications, showing the major decisions that hospitality and travel managers face in their efforts to balance the organization's objectives and resources against varying customer needs and opportunities in the global marketplace. The book is written with the hospitality and travel student in mind. The solicited and unsolicited comments we received from both students and their instructors were incorporated. The authors have extensive experience working with hospitality and travel businesses around the globe. Our understanding of the hospitality and travel business ensured that the end result is a book that clearly explains marketing concepts and then shows how they apply to real-life situations. Marketing for Hospitality and Tourismcovers important principles and concepts that are supported by research and evidence from economics, the behavioral sciences, and modern management theory, yet it takes a practical, marketing-management approach. Concepts are applied through countless examples of situations in which well-known and little-known companies assess and solve their marketing problems. Color illustrations, "Marketing Highlight" exhibits, company cases, and video cases present further applications. The book has an international focus. Domestic companies are expanding overseas, while their home markets are being invaded by international companies; business markets have be come internationalized. We feel that students must be exposed to business and cultural examples from other parts of the world. Rather than have one chapter on international marketing, we have incorporated examples throughout the text. In the Instructor's Manual, we have included a number of class outlines to show how t s book can be used across a va