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Marketing Essentials in Hospitality and Tourism: Foundations and Practices, CourseSmart eTextbook

By Stowe Shoemaker, Margaret Shaw

Published by Prentice Hall

Published Date: Jan 11, 2008

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Description

For introductory courses in Hospitality Marketing and/or Tourism.

 

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.

Table of Contents

Table of Contents

 

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

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Marketing Essentials in Hospitality and Tourism: Foundations and Practices, CourseSmart eTextbook
Format: Safari Book

$60.99 | ISBN-13: 978-0-13-500586-6