Hospitality Marketing Management, 5th Edition

by Robert D. Reid (James Madison University); David C. Bojanic (University of Texas at San Antonio, Texas )

• ISBN13: 9780470088586
• ISBN10: 0470088583
• Edition: 5th
• Format: Hardcover
• Copyright: 2009-02-01
• Publisher: Wiley

Summary

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

Preface

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

Introduction

The Marketing Planning Process

Sales Forecasting

Case Study: Planning at the Westwind Resort

Information Systems for Marketing Decisions

Introduction

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

Introduction

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

Introduction

Product Life Cycle

Applying the Product Life Cycle

Other Product Concepts

Managing in the Service Environment

Case Study: Starbucks Coffee

Marketing Channels

Introduction

Channel Strategy

Franchising

Case Study: The Wing Shack

Electronic Commerce

Introduction

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

Introduction

Managing the Promotional Mix

Advertising Management

Planning and Evaluating Advertising Campaigns

Effects of Advertisi

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