Marketing in the Hospitality Industry
Fourth Edition
by Ronald A. Nykiel
In order to understanding marketing in the hospitality industry today, one must have a thorough understanding of the marketplace. The consumers of lodging, food and beverage, and other travel-related products and services have changed.
The key to marketing in the hospitality industry today is understanding that there is no one consumer; there are many, even within the same individual, as defined by a particular set of needs. Comprehending this concept, understanding the needs of consumers, knowing the segmentations of the market, and selecting the best marketing tool to reach your consumers are what this book is all about.
Where is hospitality marketing now?
More importantly, where should it be and what should it be doing?
These questions will surface throughout the book as it examines and dissects many marketing ideas and techniques—some that have succeeded and some that have failed.
Marketing in the Hospitality Industry 4th Edition provides useful tips, checklists, creative ideas, and case examples of successful hospitality marketing practices.
Features four new chapters on:
- customer service
- electronic marketing
- marketing budgets
- marketing and the law
Contents
- Understanding the Hospitality Industry
- Market Segmentation and the Hospitality Industry
- Positioning in Line with Consumer Preferences
- The Channels of Distribution
- Marketing in Perspective
- Applying Key Marketing Methodologies: Marketing Research
- Applying Key Marketing Methodologies: Sales
- Applying Key Marketing Methodologies: Customer Service
- Applying Key Marketing Methodologies: Advertising
- Applying Key Marketing Methodologies: Public Relations
- Applying Key Marketing Methodologies: Promotions
- Applying Key Marketing Methodologies: Data Base Marketing
- Applying Key Marketing Methodologies: Electronic Marketing
- Applying Key Marketing Methodologies: Packaging
- Applying Key Marketing Methodologies: Collateral Materials and Promotional Support
- Applying Key Marketing Methodologies: Understanding Rates and Fares
- Applying Key Marketing Methodologies: Pricing Strategies
- Applying Key Marketing Methodologies: Revenue Maximization
- Practical Steps to Maximize Marketing
- The Marketing Budget
- The Total Hotel/Unit Marketing Plan
- The Total Corporate/Multi-Unit Marketing Plan
- Marketing and the Law
- Marketing Operations, and Research
- Travel Purchasing Systems: Automation and Beyond
- The New Paradigm
Index
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