Marketing Leadership in Hospitality and Tourism, Fourth Edition addresses the marketing strategies and tactics known to be effective in the industry such as:

• strategic pricing and revenue management
• customer loyalty programs
• proven communication mixes
• and more!

Each chapter explores how to market services and the hospitality experience from both an academic and industry point of view.

More than sixty Case Studies, on CD-ROM included with each textbook, bring the material to life in real-world situations based on actual events. International examples, web exercises and intriguing interviews help readers learn about marketing and also about the industry itself.

Contents

Introduction

1. The Concept of Marketing
2. Marketing Services and the Hospitality Experience
3. The Marketing Mix and the Product/Service Mix
4. Relationship/Loyalty Marketing

Marketing to Gain a Competitive Advantage

5. Strategic Marketing
6. The Strategic Marketing System and Marketing Objectives

The Marketplace

7. Understanding Individual Customers
8. Understanding Organizational Customers

Situational Analysis

9. Understanding Competition
10. Marketing Intelligence and Research

Functional Strategies

11. Differentiation, Segmentation and Target Marketing
12. Branding and Market Positioning
13. The Hospitality Pricing Mix
14. The Communications Mix: Advertising
15. The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity
16. The Communications Mix: Personal Selling
17. Hospitality Distribution Systems
18. Channels of Distribution: Bringing the Customer to the Product
19. Interactive marketing: Internet and Database Marketing

Synthesis

20. The Marketing Plan
21. Destination Marketing

Index

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ORDER NOW Marketing Leadership in Hospitality and Tourism Strategies and Tactics for Competitive Advantage Fourth edition by Stowe Shoemaker 2006 • 661 pages • $108.00 + shipping Texas residents please add 6.75 % sales tax