Marketing Leadership in Hospitality

Foundations and Practices

Lewis (Autor)

Buch | Hardcover

880 Seiten

1994 | 2nd edition
John Wiley & Sons Inc (Verlag)
978-0-471-28646-2 (ISBN)

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Marketing is the strongest weapon there is for surviving in the hospitality world today. This book helps both students and professionals to make the necessary connection between hospitality businesses and their consumers. A separate chapter on marketing research, plus new case studies and examples, help bring this new edition straight to the cutting edge of hospitality marketing.

INTRODUCTION TO HOSPITALITY MARKETING. The Concept of Marketing. Nontraditional Marketing in Hospitality. MANAGING THE MARKETING SYSTEM. The Strategic Marketing System. The Marketing Plan. The Marketing Environment, Competitive Analysis, and Marketing Research. THE HOSPITALITY CUSTOMER. Customer Behavior and Customer Markets. The Organizational Customer and Planner. DEFINING THE MARKET. Differentiation, Segmentation, and Target Marketing. Market Positioning. THE MARKETING MIX. The Marketing Mix and the Product/Service Mix. The Hospitality Presentation Mix. Pricing the Hospitality Product. The Communications Mix: Foundations and Advertising. The Communications Mix: Sales Promotions, Merchandising, Public Relations, and Publicity. The Communications Mix: Personal Selling. Channels of Distribution. THE INTERNATIONAL MARKET. International Marketing. International Tourism Marketing. Glossary. Index. World Maps.

Erscheint lt. Verlag	30.12.1994
Zusatzinfo	illustrations facsimiles, maps
Verlagsort	New York
Sprache	englisch
Maße	170 x 250 mm
Gewicht	1786 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-471-28646-X / 047128646X
ISBN-13	978-0-471-28646-2 / 9780471286462
Zustand	Neuware