Bibliographic record and links to related information available from the Library of Congress catalog.
Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.
Preface Part 1 Introduction to Hospitality Marketing Chapter 1 The Functions of Marketing Industry Profile Introduction to Marketing The Marketing Mix The Marketing Environment The Marketing Management Cycle Marketing Within The Organization Case Study: Location, Location, Location? Chapter 2 Introduction to Hospitality Services Marketing Introduction To Services Marketing Service Quality Customer Satisfaction Service Trends Affecting the Hospitality and Tourism Industry Case Study: Service Quality at the Excelsior Hotel Case Study: Service Quality at Express Airlines Part 2 Understanding and Targeting Hospitality Consumers Chapter 3 Understanding the Behavior of Hospitality Consumers Introduction to Hospitality Consumer Behavior Factors That Influence Consumer Behavior Consumer Decision Making Model Consumer Problem-Solving Processes Consumer Problem-Solving Techniques Organizational Buyer Behavior Case Study: Tempura Garden Chapter 4 Market Segmentation and Positioning Introduction to Market Segmentation Segmentation Variables Market Segmentation Decisions Market Segmentation Strategies Positioning the Product-Service Mix Case Study: Segmenting and Positioning in the Cruise Industry Part 3 Marketing Planning and Information Chapter 5 Developing a Marketing Plan Introduction The Marketing Planning Process Sales Forecasting Case Study: Planning at the Westwind Resort Chapter 6 Information Systems for Marketing Decisions Introduction Sources of Marketing Information The Marketing Research Process Ethical Issues In Marketing Research Case Study: Bel Air Motel Appendix: Data Collection and Sampling Part 4 Product-Service Mix and Distribution Strategies Chapter 7 Developing New Products and Services Introduction Planning for New Products Organizing for New Product Planning New Product Development Process Identifying Products and Services Case Study: Product Development Dilemma at Rocco?s Case Study: Ben?s Internship Interview Chapter 8 Managing Products and Services Introduction Product Life Cycle Applying the Product Life Cycle Other Product Concepts Managing in the Service Environment Case Study: Starbucks Coffee Chapter 9 Marketing Channels Introduction Channel Strategy Franchising Case Study: The Wing Shack Chapter 10 Electronic Commerce Introduction Management Issues Related to Electronic Commerce Electronic Marketing Strategies and Tactics Case Study: Electronic Commerce Strategy at Malone Golf Club Digital Case Study: Priceline.com Digital Case Study: Orbitz Part 5 Promotions Strategy Chapter 11 Promotion and Advertising Introduction Managing the Promotional Mix Advertising Management Planning and Evaluating Advertising Campaigns Effects of Advertising Case Study: The Glen Pub Case Study: Mr. C?s Sandwich Shoppes Chapter 12 Advertising and Media Planning Introduction Print Media Broadcast Media Direct Mail Support Media Case Study: Advertising Decisions for the Alexandria Inn Chapter 13 Sales Promotions, Merchandising, and Public Relations Introduction Sales Promotions Merchandising Public Relations Case Study: Princess Suites Chapter 14 Personal Selling Introduction Selling to Group Markets The Personal Selling Process Personal Selling Tools Ethical Issues in Personal Selling Case Study: Atlantis Resort Part 6 Pricing Strategy and Destination Marketing Chapter 15 Pricing Strategy Introduction Factors that Affect Pricing Decisions Broad Pricing Strategies Pricing Techniques and Procedures Segmented Pricing Revenue Management Pricing Law and Ethics Case Study: The Pasta Shack Chapter 16 Destination Marketing Introduction Destination Product Development Destination Marketing Communications Destination Research Case Study: Paradise Valley CVB Glossary Index
Library of Congress Subject Headings for this publication:
Hospitality industry -- Marketing.
Food service -- Marketing.
Restaurants -- Marketing.