Marketing for Hospitality and Tourism, Global Edition

Description
Table of Contents

Marketing forHospitality and Tourism, 8e is the definitive source for hospitality marketing courses.Taking an integrative approach, this highly visual, four-color book discusseshospitality marketing from a team perspective, examining each hospitalitydepartment and its role in the marketing mechanism. These best-selling authorsare known as leading marketing educators and their book, a global phenomenon,is the most frequent adoption for the course. Developed with extensive studentand professor reviews, this edition includes new coverage of social media,discussion of current industry trends, and hands-on application assignments.

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS

Introduction: Marketing for Hospitality and Tourism
Service Characteristics of Hospitality and Tourism Marketing
The Role of Marketing in Strategic Planning

PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES

The Marketing Environment
Marketing Information Systems and Marketing Research
Consumer markets and Consumer Buying Behavior
Organizational Buyer Behavior of Group Market
Market Segmentation, Targeting, and Positioning

PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX

Designing and Managing Products
Internal marketing
Pricing Products: Pricing Considerations, Approaches, and Strategy
Distribution Channels
Promoting Products: Communication and Promotion Policy and Advertising
Promoting Products: Public Relations and Sales Promotion
Professional Sales
Direct and Online Marketing: Building Customer Relationships

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING

Destination Marketing
Next Year's Marketing Plan