Hospitality Marketing

by Kaser, Ken; Freeman, Jackie

• ISBN13: 9780538432085
• ISBN10: 053843208X
• Format: Paperback
• Copyright: 2001-10-05
• Publisher: South-Western Educational Pub

Summary

Using numerous topics in the hospitality industry for examples, this book covers the entire curriculum required in introductory marketing courses including marketing concepts and functions. Discussing topics such as marketing functions and strategies in hotels, types of lodging, key players and services, and information and risk management, this book gives the reader a perspective on the future of the industry along with career opportunities.

Table of Contents

What is Hospitality Marketing?	2	(20)
Marketing Basics	4	(5)
Hotel Marketing: A Competitive Industry	9	(4)
The Importance of Hospitality Marketing	13	(9)
Chapter Review	18	(4)
Types of Hospitality Markets	22	(28)
Hotels and Motels	24	(6)
Bed and Breakfasts	30	(3)
Conference Centers and Resorts	33	(4)
Restaurants	37	(5)
Tourism	42	(8)
Chapter Review	46	(4)
Key Players in Hospitality Operations	50	(24)
Human Resources Department	52	(4)
Front-of-the-House Operations	56	(5)
Back-of-the-House Operations	61	(6)
Diversity Issues in the Hospitality Industry	67	(7)
Chapter Review	70	(4)
Selling Hospitality	74	(22)
Marketing the Hotel or Restaurant	76	(6)
Hotel Reservations	82	(5)
Sales and Event Planning	87	(9)
Chapter Review	92	(4)
Hospitality Promotion	96	(22)
Developing Promotional Strategies	98	(5)
Advertising and Public Relations	103	(6)
Special Promotional Strategies for Hotels	109	(9)
Chapter Review	114	(4)
Promoting to Target Markets	118	(26)
Customer Demographics	120	(5)
The Business Traveler	125	(5)
The Leisure Traveler	130	(5)
The International Traveler	135	(9)
Chapter Review	140	(4)
Pricing and Financing	144	(28)
Hotel Pricing Strategies	146	(6)
Restaurant and Tourism Pricing Strategies	152	(6)
Purchasing Strategies	158	(5)
Financing Various Forms of Ownership	163	(9)
Chapter Review	168	(4)
Hospitality Marketing Information Management	172	(28)
Maintaining a Customer Database	174	(5)
Maintaining a Favorable Occupancy Rate	179	(5)
Customer Satisfaction: Repeat Business	184	(6)
Maintaining Industry Standards	190	(10)
Chapter Review	196	(4)
Product and Service Management	200	(32)
Hotel Product and Service Planning	202	(6)
Special Hotel Services	208	(6)
Your Hotel Image is Showing	214	(4)
Risk Management	218	(5)
Restaurant Product and Service Planning	223	(9)
Chapter Review	228	(4)
Distribution for Hospitality	232	(26)
Traditional Travel Intermediaries	234	(6)
Internet Travel Intermediaries	240	(7)
Selling Hospitality Using Web Sites	247	(11)
Chapter Review	254	(4)
Planning for the Future	258	(22)
Keeping Ahead of the Competition	260	(5)
The Role of Technology	265	(6)
Remodeling to Meet Future Demands	271	(9)
Chapter Review	276	(4)
Career Opportunities in the Hospitality Industry	280	(26)
Preparing for a Hospitality Career	282	(7)
Education Requirements	289	(8)
Mobility Required for Advancement	297	(9)
Chapter Review	302	(4)
Index	306	(8)
Photo Credits	314