|  | Reid, Robert D. / Bojanic, David C.
Hospitality Marketing Management
 5. Auflage März 2009
135,- Euro
2009. 672 Seiten, Hardcover
- Lehrbuch -
ISBN 978-0-470-08858-6 - John Wiley & Sons
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| Kurzbeschreibung
Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text. This popular textbook explores marketing and themes unique to hospitality and tourism, with a focus on the practical applications of marketing rather than marketing theory. It provides readers with the tools they need to successfully execute marketing campaigns for a hospitality business, no matter what their specialty.
Aus dem Inhalt
Preface.
PART 1: INTRODUCTION TO HOSPITALITY MARKETING.
Chapter 1: The Functions of Marketing.
Chapter 2: Introduction to Hospitality Services Marketing.
PART 2: UNDERSTANDING AND TARGETING HOSPITALITY CONSUMERS.
Chapter 3: Understanding the Behavior of Hospitality Consumers.
Chapter 4: Market Segmentation and Positioning.
PART 3: MARKETING PLANNING AND INFORMATION.
Chapter 5: Developing a Marketing Plan.
Chapter 6: Information Systems for Marketing Decisions.
Part 4: Product-Service Mix and Distribution Strategies.
Chapter 7: Developing New Products and Services.
Chapter 8: Managing Products and Services.
Chapter 9: Marketing Channels.
Chapter 10: Electronic Commerce.
PART 5: PROMOTIONS STRATEGY.
Chapter 11: Promotion and Advertising.
Chapter 12: Advertising and Media Planning.
Chapter 13: Sales Promotions, Merchandising, and Public Relations.
Chapter 14: Personal Selling.
PART 6: PRICING STRATEGY AND DESTINATION MARKETING.
Chapter 15: Pricing Strategy.
Chapter 16: Destination Marketing.
Glossary.
Index.
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