Marketing Essentials in Hospitality and Tourism: Foundations and Practices
暫譯: 酒店與旅遊行業的行銷基礎與實務

Description

1 . Emphasis on loyalty marketing-Provides a collection of strategies and tactics that can be used to market hospitality and tourism services to customers throughout their lifetime.
2 . Tourism marketing applications- Provides numerous examples of how marketing is used to develop tourism.
3 . Interviews with industry executives-Gives valuable insights from senior executives regarding the entire industry and specific segments such as restaurants, hotels, casinos, and tourism destinations.
4 . Contemporary advertisements and illustrations- Uses familiar examples and illustrations so readers can relate chapter material to current culture.
5 . Case studies based on actual events-Helps illustrate chapter content in a realistic way.
6 . Web browsing exercises- Gives students access to the latest information in the field.

Marketing Essentials in Hospitality and Tourism: Foundations and Practices provides the first-year student with an introduction to hospitality marketing and the basics of its many different components. With a succinct three-part format, it introduces basic marketing concepts, discusses strategic marketing and the marketplace, and ends with functional strategies that can be used to increase competitive advantage. Tourism applications, interviews with industry executives and case studies provide a glimpse at the real-world of hospitality and tourism, while contemporary examples demonstrate how marketing techniques are used to increase the chances of success.

Catalog

PART I: INTRODUCTION

1.      THE Concept of Marketing

2.      Marketing Services

3.      The Marketing Mix and the Product/Service Mix

4.      Relationship and Loyalty Marketing

5.      The Marketing Plan

PART II: STRATEGIC MARKETING AND THE MARKETPLACE

6.      Strategic Marketing

7.      Competition and the Marketing Environment

8.      Understanding Individual Customers

9.      Understanding Organizational Customers

10.  Understanding Tourism Markets

PART III: FUNCTIONAL STRATEGIES

11.  Advertising, merchandising, and public Relations

12.  Personal Selling and Sales Promotions

13.  Differentiation, Segmentation, and Target Marketing

14.  Market Positioning and Branding

15.  The Pricing Decision

16.  Channels of Distribution