Marketing Leadership in Hospitality: Foundations and Practices, 3rd Edition

by Robert C. Lewis (Emeritus, Puslinch, Ontario); Richard E. Chambers (Vice President of Marketing, Leading Hotels of the World, New York)

• ISBN13: 9780471332701
• ISBN10: 0471332704
• Edition: 3rd
• Format: Hardcover
• Copyright: 2000-05-01
• Publisher: Wiley

Summary

Marketing is the strongest weapon there is for surviving in the hospitality world today. This book helps both students and professionals to make the necessary connection between hospitality businesses and their consumers. A separate chapter on marketing research, plus new case studies and examples, help bring this new edition straight to the cutting edge of hospitality marketing.

Author Biography

<b>ROBERT C. LEWIS, PhD</b>, is Professor Emeritus, University of MassachusettsùAmherst. He is the author of Cases in Hospitality Marketing and Management, Second Edition, and Cases in Hospitality Strategy and Policy, both published by Wiley. RICHARD E. CHAMBERS, MBA, is Vice President of Marketing at HRI Companies, the parent company of Leading Hotels of the World and Prima Hotels, based in New York City.

Table of Contents

Preface	xv
About the Authors	xxiii
Part 1 Introduction to Hospitality Marketing	1	(82)
The Concept of Marketing	3	(22)
Marketing Services and the Hospitality Experience	25	(24)
Relationship Marketing	49	(34)
Part 2 The Marketing System	83	(128)
Strategic Marketing	85	(40)
The Concept of Strategy	86	(18)
The Strategic Marketing System	104	(21)
The Marketing Environment	125	(32)
Understanding Competition	157	(28)
The Marketing Plan	185	(26)
Part 3 The Hospitality Customer	211	(72)
Understanding Individual Customers	213	(36)
Understanding the Organizational Customers	249	(34)
Part 4 Defining the Market	283	(72)
Differentiation, Segmentation, and Target Marketing	285	(36)
Market Positioning and Branding	321	(34)
Part 5 The Marketing Mix	355	(232)
The Hospitality Mix and the Product/Service Mix	357	(24)
The Hospitality Presentation Mix	381	(20)
The Hospitality Pricing Mix	401	(42)
Appendix 14A Yield Management	433	(10)
The Communications Mix: Foundations and Advertising	443	(36)
The Communications Mix: Sales and Promotions, Merchandising, Public Relations and Publicity	479	(30)
The Communications Mix: Personal Selling	509	(30)
Hospitality Distribution Systems	539	(48)
Hospitality Geographic Distribution	543	(15)
Channels of Distribution	558	(29)
Appendix A Marketing Intelligence and Research	587	(20)
Appendix B Technological Advances and Futures	607	(14)
Cases in Hospitality	621	(270)
Glossary	891	(12)
Name Index	903	(6)
Subject Index	909	(16)
World Maps	925