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Marketing Leadership in Hospitality : Foundations and Practices

Marketing Leadership in Hospitality : Foundations and Practices - 3rd edition

Marketing Leadership in Hospitality : Foundations and Practices - 3rd edition

ISBN13: 9780471332701

ISBN10: 0471332704

Marketing Leadership in Hospitality : Foundations and Practices by Robert C. Lewis and Richard E. Chambers - ISBN 9780471332701
Edition: 3RD 00
Copyright: 2000
Publisher: John Wiley & Sons, Inc.
Published:
International: No
Marketing Leadership in Hospitality : Foundations and Practices by Robert C. Lewis and Richard E. Chambers - ISBN 9780471332701

ISBN13: 9780471332701

ISBN10: 0471332704

Edition: 3RD 00

Other Editions of Marketing Leadership in Hospitality : Foundations and Practices


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Summary

Marketing is the strongest weapon there is for surviving in the hospitality world today. This book helps both students and professionals to make the necessary connection between hospitality businesses and their consumers. A separate chapter on marketing research, plus new case studies and examples, help bring this new edition straight to the cutting edge of hospitality marketing.

Author Bio

Lewis, Robert C. : University of Massachusetts

Robert C. Lewis, PhD, is Professor Emeritus, University of Massachusetts--Amherst. He is the author of Cases in Hospitality Marketing and Management, Second Edition, and Cases in Hospitality Strategy and Policy, both published by Wiley.

Chambers, Richard E. :

Richard E. Chambers, MBA, is Vice President of Marketing at HRI Companies, the parent company of Leading Hotels of the World and Prima Hotels, based in New York City.

Table of Contents

Table of Contents

I. INTRODUCTION TO HOSPITALITY MARKETING.

The Concept of Marketing.
Marketing Services and the Hospitality Experience.
Relationship Marketing.

II. THE MARKETING SYSTEM.

Strategic Marketing.
The Marketing Environment.
Understanding Competition.
The Marketing Plan.

III. THE HOSPITALITY CUSTOMER.

Understanding Individual Customers.
Understanding Organizational Customers.

IV. DEFINING THE MARKET.

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

V. THE MARKETING MIX.

The Hospitality Mix and the Product/Service Mix.
The Hospitality Presentation Mix.
The Hospitality Pricing Mix.
The Communications Mix: Foundations and Advertising.
The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity.
The Communications Mix: Personal Selling.
Hospitality Distribution Systems.

Appendices.
Cases in Hospitality.
Glossary.
Indexes.

Other Editions of Marketing Leadership in Hospitality : Foundations and Practices

Marketing Leadership In Hospitality by Lewis - ISBN 9780471286462