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

ISBN:

9780470088586

Title:

Author:

Reid, Robert D.

Personal Author:

Reid, Robert D.

Edition:

5th ed.

Publication Information:

Hoboken, NJ : J. Wiley & Sons, c2010.

Physical Description:

xiv, 656 p. : ill. ; 29 cm.

Contents:

Pt. 1. Introduction to Hospitality Marketing -- Ch. 1. The Functions of Marketing -- Ch. 2. Introduction to Hospitality Services Marketing -- Pt. 2. Understanding and Targeting Hospitality Consumers -- Ch. 3. Understanding the Behavior of Hospitality Consumers -- Ch. 4. Market Segmentation and Positioning -- Pt. 3. Marketing Planning and Information -- Ch. 5. Developing a Marketing Plan -- Ch. 6. Information Systems for Marketing Decisions -- Pt. 4. Product-Service Mix and Distribution Strategies -- Ch. 7. Developing New Products and Services -- Ch. 8. Managing Products and Services -- Ch. 9. Marketing Channels -- Ch. 10. Electronic Commerce -- Pt. 5. Promotions Strategy -- Ch. 11. Promotion and Advertising -- Ch. 12. Advertising and Media Planning -- Ch. 13. Sales Promotions, Merchandising, and Public Relations -- Ch. 14. Personal Selling -- Pt. 6. Pricing Strategy and Destination Marketing -- Ch. 15. Pricing Strategy -- Ch. 16. Destination Marketing.

Subject Term:

Hospitality industry -- Marketing.

Food service -- Marketing.

Restaurants -- Marketing.

Added Author:

Bojanic, David C.

Format:

Books

Electronic Access:

Table of contents only http://www.loc.gov/catdir/toc/ecip0818/2008021436.html

Publication Date:

2010

Publication Information:

Hoboken, NJ : J. Wiley & Sons, c2010.

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

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Summary

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.

Author Notes

Robert D. Reid is Dean and Professor of the College ofBusiness at James Madison University, Harrisonburg, Virginia.

David C. Bojanic is the Anheuser-Busch FoundationProfessor of Tourism at the University of Texas at San Antonio,Texas.

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 Advertisi

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Summary

Summary

Author Notes

Table of Contents