Hospitality marketing management / Robert D. Reid, David C. Bojanic.

ISBN:

9780471476542

Title:

Author:

Reid, Robert D.

Personal Author:

Reid, Robert D.

Edition:

4th ed.

Publication Information:

Hoboken, N.J. : J. Wiley, c2006.

Physical Description:

[xiv], 626 p. : ill. (chiefly col.) : 29 cm.

Contents:

Ch. 1. The functions of marketing -- Ch. 2. Introduction to hospitality services marketing -- Ch. 3. Understanding the behavior of hospitality consumers -- Ch. 4. Market segmentation and positioning -- Ch. 5. Developing a marketing plan -- Ch. 6. Information for marketing decisions -- Ch. 7. Developing new products and services -- Ch. 8. Product-service mix strategy -- Ch. 9. Marketing channels -- Ch. 10. E-commerce -- Ch. 11. Promotion and advertising -- Ch. 12. Advertising and media planning -- Ch. 13. Sales promotions, merchandising, and public relations -- Ch. 14. Personal selling -- Ch. 15. Pricing strategy -- Ch. 16. Using menu design as a marketing tool.

Subject Term:

Hospitality industry -- Marketing.

Food service -- Marketing.

Restaurants -- Marketing.

Added Author:

Bojanic, David C.

Format:

Books

Electronic Access:

Table of contents http://www.loc.gov/catdir/toc/ecip0420/2004016223.html

Publication Date:

2006

Publication Information:

Hoboken, N.J. : J. Wiley, c2006.

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Shelf Number	Material Type	Copy	Shelf Location	Status
647.940688 REI	Week loan	1	Standard shelving location	Searching... Unknown
647.940688 REI	Book	2	Standard shelving location	Searching... Unknown
647.940688 REI	Book	3	Standard shelving location	Searching... Unknown

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Summary

Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory. Includes coverage of tourism marketing Features new material on marketing technology and it's implications in the hospitality industry Offers international coverage Provides new, applications approach to the discipline of marketing

Author Notes

ROBERT D. REID is Dean of the College of Business and Professor of Hospitality Management and Marketing at James Madison University in Harrisonburg, Virginia.

DAVID C. BOJANIC is Professor of Marketing in the Department of Hotel, Restaurant, and Travel Administration at the University of Massachusetts, Amherst.

Preface

Acknowledgments

Part One Introduction to Hospitality Marketing

Chapter 1 The Functions of Marketing

Chapter 2 Introduction to Hospitality Services Marketing

Part Two Understanding and Targeting Hospitality Consumers

Chapter 3 Understanding the Behavior of Hospitality Consumers

Chapter 4 Market Segmentation and Positioning

Part Three Marketing Planning and Information

Chapter 5 Developing a Marketing Plan

Chapter 6 Information for Marketing Decisions

Part Four Product-Service Mix and Distribution Strategies

Chapter 7 Developing New Products and Services

Chapter 8 Product -Service Mix Strategy

Chapter 9 Marketing Channels

Chapter 10 E -commerce

Part Five Promotional 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 Six Pricing Strategy and Menu Design

Chapter 15 Pricing Strategy

Chapter 16 Using Menu Design as a Marketing Tool

Index

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Summary

Summary

Author Notes

Table of Contents