EVERYDAY FREE SHIPPING on $25 & up - Excludes marketplace items & rentals.
EVERYDAY FREE SHIPPING on $25 & up - Excludes marketplace items & rentals.
EVERYDAY FREE SHIPPING on $25 & up - Excludes marketplace items & rentals
Search
Marketing Leadership in Hospitalityand Tourism : Strategies and Tactics for Competitive Advantage -With CD

Marketing Leadership in Hospitalityand Tourism : Strategies and Tactics for Competitive Advantage -With CD - 4th edition

ISBN13: 978-0132447430

Cover of Marketing Leadership in Hospitalityand Tourism : Strategies and Tactics for Competitive Advantage -With CD 4TH 07 (ISBN 978-0132447430)
ISBN13: 978-0132447430
ISBN10: 0132447436
Cover type:
Edition/Copyright: 4TH 07
Publisher: Prentice Hall, Inc.
Published: 2007
International: No

List price: $172.60

USED
Sold Out
FREE Shipping on $25+
  • Ships tomorrow
  • 30-Day Returns
  • Condition: Very Good
Sold Out
More Shipping Options

Marketing Leadership in Hospitalityand Tourism : Strategies and Tactics for Competitive Advantage -With CD - 4TH 07 edition

ISBN13: 978-0132447430

Stowe Shoemaker, Robert C. Lewis and Peter C. Yesawich

ISBN13: 978-0132447430
ISBN10: 0132447436
Cover type:
Edition/Copyright: 4TH 07
Publisher: Prentice Hall, Inc.

Published: 2007
International: No
Summary

Continuing the tradition of the first three editions, this new edition of ''Marketing Leadership in Hospitality and Tourism'' is truly a hospitality and tourism marketing text, not a marketing text with hospitality and tourism examples inserted. the authors bring to this text their experience and knowledge of the industry, gained through years of studying the discipline of marketing and working with hospitality and tourism executives around the world. The book has been rewritten and enhanced to include not only the latest research in marketing theory, but current real-life examples of how hospitality and tourism entities use marketing to gain a competitive advantage. Its philosophy remains the same- that every person in a hospitality and tourism enterprise has responsibility for marketing. Features of this new edition include: Interviews with senior executives and owners of hospitality and tourism enterprises Web-based exercises that allow the student to see how hospitality and tourism entities implement the topics discussed in class Specific highlighted examples of how tourist organizations use marketing to gain a competitive advantage International perspective of the hospitality and tourism industries For information about all Prentice hall Hospitality Management and culinary Arts titles, visit: www.prenhall.com/hospitality

Table of Contents

PART I. INTRODUCTION

1. The Concept of Marketing
2. Marketing Services and the Hospitality Experience
3. The Marketing Mix and the Product/Service Mix
4. Relationship/Loyalty Marketing

PART II. MARKETING TO GAIN A COMPETITIVE ADVANTAGE

5. Strategic Marketing
6. The Strategic Marketing System and Marketing Objectives

PART III. THE MARKETPLACE

7. Understanding Individual Customers
8. Understanding Organizational Customers

PART IV. SITUATIONAL ANALYSIS

9. Understanding Competition
10. Marketing Intelligence and Research

APPENDIX 10. UNDERSTANDING THE MARKETING RESEARCH PROCESS
PART V. FUNCTIONAL STRATEGIES

11. Differentiation, Segmentation and Target Marketing
12. Branding and Market Positioning

APPENDIX 12. BRAND POSITIONING. AN EXAMPLE

13. The Hospitality Pricing Mix

APPENDIX 13. REVENUE MANAGEMENT

14. The Communications Mix. Advertising
15. The Communications Mix. Sales Promotions, Merchandising, Public Relations and Publicity
16. The Communications Mix. Personal Selling
17. Hospitality Distribution Systems
18. Channels of Distribution. Bringing the Customer to the Product
19. Interactive marketing. Internet and Database Marketing

PART VI. SYNTHESIS

20. The Marketing Plan
21. Destination Marketing



List price: $172.60
  • Marketplace
  • From
More Shipping Options