Marketing for Hospitality and Tourism

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For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.The most widely used Hospitality marketing text—comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries.An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job.For Sale in Indian subcontinent onlyFeaturesNEW - A chapter on Electronic Marketing. NEW - Expanded internet support—Features a website with support for both students and instructors. With Teaching Notes in the Instructor's Manual. NEW - More Cases—With Teaching Notes in the Instructor's Manual. NEW - New Video Cases. NEW - Additional real-life industry examples—Drawn from the authors' own experiences. NEW - Additional boxed Marketing Highlights. NEW - 3 types of chapter-end questions and exercises—Now includes Discussion, Experiential, AND Internet-Related exercises. NEW - Lists of key terms and complete glossary—Key marketing/hospitality terms are listed at the end of each chapter, and a complete end-of-text glossary defines all terms. NEW - Internet links related to chapter material are referenced throughout the book—Identified by an “e” in the margin. Comprehensive and flexible—Enables instructors to easily use all 19 chapters or choose the ones that best fit their course. The Instructor's Manual provides sample outlines for using different chapters. An integrative approach—Explains the role of marketing in the hospitality operation—focusing on the how and why of everyone's role in marketing. An international focus—Examples interwoven throughout show how domestic companies are expanding overseas, while their home markets are being invaded by international companies. Coverage of often slighted key topics—e.g., internal marketing; “building customer satisfaction through quality”; destination marketing; public relations. Chapter-opening mini-case studies—Describes an actual company situation which can be resolved through an understanding of the chapter's content. Vivid full-color photographs and illustrations—Of hospitality businesses and advertisements. Chapter Objectives. Chapter Reviews.ContentsIntroduction: Marketing for Hospitality and Tourism.Service Characteristics of Hospitality and Tourism Marketing.The Role of Marketing in Strategic Planning.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.Designing and Managing Products.Internal Marketing.Building Customer Loyalty through Quality.Pricing Products: Pricing Considerations, Approaches, and Strategy.Distribution Channels.Promoting Products: Communication and Promotion Policy and Advertising.Promoting Products: Public Relations and Sales Promotion.Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing.Professional Sales.Destination Marketing.Next Year's Marketing Plan.