This is what you need to meet the marketing challenges of hospitality's competitive marketplace.

This book provides valuable insight for proven hospitality marketing success through:

• case studies
• internet resources
• interviews with global hospitality professionals
• and more!

Contents

1. Marketing in the Hospitality Setting
   1. Marketing's Role in Hospitality Management
   2. Service: the Centerpiece of Hospitality Marketing
   3. Hospitality Marketing Strategies
   4. Strategic Hospitality Marketing Planning

2. Guests: The Focus of Hospitality Marketing
   5. Individual Guest Behavior
   6. Business Guest Behavior
   7. Guests of Tomorrow
   8. Segmenting and Targeting Markets

3. Managing the Hospitality Marketing Mix
   9. Marketing Data and Information Systems
   10. Product/Service Mix: The Offer
   11. Distribution Mix: Hospitality Networks
   12. Pricing Mix: Strategies and Tactics
   13. Communications Mix: Advertising and Public Relations
   14. Communications Mix: Selling, Merchandising and Promotion

4. Achieving Hospitality Marketing Leadership
   15. Service Challenge: Managing Moments of Truth
   16. Energizing Hospitality Marketing: Entrepreneurship, Creativity, and Innovation
   17. Hospitality Marketing: Future Perspectives

Appendix

• Marketing Case Studies

Index

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