Marketing in the Hospitality Industry with Answer Sheet (AHLEI)

by Nykiel, Ronald A., Ph.D., CHA, CHE; American Hotel & Lodging Association

• ISBN13: 9780133118391
• ISBN10: 0133118398
• Edition: 5th
• Format: Paperback
• Copyright: 2012-05-30
• Publisher: Educational Institute

Summary

Hospitality marketing is based on understanding the needs of consumers, knowing the segmentation of the market, and selecting the best marketing tools to reach customers. MARKETING IN THE HOSPITALITY INDUSTRYprovides students with a real-world perspective on the world of hospitality marketing, industry forms, and useful ideas for increasing sales and making marketing more effective. Revisions to the fifth edition include new information on understanding marketing trends, using market research tools to help make sound strategy decisions, and writing a strategic marketing plan. There is also new information on how technology is impacting hospitality marketing.

Author Biography

About the Educational Institute

 

We Train The Best!

 

The American Hotel and Lodging Educational Institute (AHLEI) is the premier source for delivering quality hospitality education, training and professional certification that serves the needs of hospitality schools and industries worldwide.

The AHLEI meets and exceed its education and training mission by providing materials for all levels of hospitality personnel via: online learning, distance learning courses, videos, seminars, textbooks, and study guides.

 

Professionalcertificationfrom the AHLEI is the ultimate distinction of professional excellence for the hospitality industry. It certifies and validates competencies in conjunction with academia and industry experts for over 35 positions in the hospitality industry; designations from front-line to general manager, including the prestigious CHA - the Certified Hotel Administrator.

Table of Contents

Understanding the Hospitality Industry
Market Segmentation and the Hospitality Industry
Positioning in Line with Consumer Preferences
Consumers and Marketing in Perspective
Applying Key Marketing Methodologies: Marketing Research; Sales; Customer Service; Advertising;Public Relations; Promotions; Packaging;
Collateral Materials and Promotional Support
Technology and Marketing in Perspective
Data Base Marketing
Electronic Marketing
Practical Steps to Maximize Marketing
The Marketing Budget
The Hotel/Unit Marketing Plan
The Corporate/Multi-Unit Marketing Plan
The Strategic Marketing Plan