Hospitality Marketing Management, 5th Edition

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  • Edition: 5th
  • Format: Hardcover
  • Copyright: 2009-02-01
  • Publisher: Wiley

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The ticket to successful marketing campaigns for the hospitality tradeWhile the essentials of marketing are applicable everywhere, marketing for hospitality carries its own unique demands and circumstances. Moreover, the hospitality and tourism industry has developed and matured in recent years: today's hospitality marketer needs to be equally as concerned with service and Internet optimization as with traditional marketing techniques.Reid and Bojanic's Hospitality Marketing Management-now in its Fifth Edition-is a comprehensive resource that explores the foundations of marketing in the hospitality industry and its unique themes, including: The roles of service and customer satisfaction in hospitality Specific ways to achieve guest satisfaction through an understanding of consumer behavior, market segmentation, and positioning Developing a marketing plan Strategies for promotion and advertising Pricing strategyThis new Fifth Edition also reflects recent trends and changes in the hospitality and tourism industry with new or expanded coverage of topics such as: International marketing in a global economy Tourism and destination marketing Taking advantage of Internet marketing opportunitiesWith a practical focus on the application of marketing in the industry, Hospitality Marketing Management, Fifth Edition delivers all the tools readers need to successfully execute marketing campaigns for a hospitality business, no matter their specialty.

Author Biography

Robert D. Reid is Dean and Professor of the College of Business at James Madison University, Harrisonburg, Virginia.

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
Industry Profile
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 Quality
Customer Satisfaction
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
Segmentation Variables
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
Sales Forecasting
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
Marketing Channels
Channel Strategy
Case Study: The Wing Shack
Electronic Commerce
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
Promotions Strategy
Promotion and Advertising
Managing the Promotional Mix
Advertising Management
Planning and Evaluating Advertising Campaigns
Effects of Advertisi
Table of Contents provided by Publisher. All Rights Reserved.

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