Marketing Leadership in Hospitality and Tourism

Marketing Leadership in Hospitality and Tourism : Strategies and Tactics for Competitive Advantage

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For courses in Hospitality Marketing and/or Tourism. How do you gain a sustainable competitive advantage in today's global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? 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. Over 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 students learn about marketing and also about the industry itself.show more

Product details

  • Paperback | 688 pages
  • 208.3 x 274.3 x 30.5mm | 1,315.43g
  • Pearson Education (US)
  • Pearson
  • Upper Saddle River, NJ, United States
  • English
  • 4th edition
  • 0131182404
  • 9780131182400

About Robert C. Lewis

Stowe Shoemaker is the Donald Hubbs Distinguished Professor and the Associate Dean of Research at the University of Houston's Conrad Hilton College of Hotel and Restaurant Management. Prior to moving to the University of Houston, Dr. Shoemaker taught at the University of Nevada, Las Vegas and has 15 years of experience working in the hotel industry and in consulting. Robert C. Lewis was a professor of marketing and strategy in hospitality, and graduate coordinator at the University Of Guelph, Ontario, Canada, from which he is now retired. He previously served ten years in the same position at the University of Massachusetts/Amherst, where he is Professor Emeritus. Peter C. Yesawich is Chairman and Chief Executive Officer of Yesawich, Pepperdine, Brown & Russell (YPB&R), America's leading marketing, advertising, and public relations agency serving travel, leisure, ad lifestyle clients. The agency represents clients in every category of the travel industry through seven offices across the US and Europe.show more

Back cover copy

Continuing the tradition of the first three editions, this new edition of "Marketing Leadership in Hospitality and Tourism" is truly a hospitality and tourism marketing text, not a marketing text with hospitality and tourism examples inserted. the authors bring to this text their experience and knowledge of the industry, gained through years of studying the discipline of marketing and working with hospitality and tourism executives around the world. The book has been rewritten and enhanced to include not only the latest research in marketing theory, but current real-life examples of how hospitality and tourism entities use marketing to gain a competitive advantage. Its philosophy remains the same- that every person in a hospitality and tourism enterprise has responsibility for marketing. Features of this new edition include: Interviews with senior executives and owners of hospitality and tourism enterprises Web-based exercises that allow the student to see how hospitality and tourism entities implement the topics discussed in class Specific highlighted examples of how tourist organizations use marketing to gain a competitive advantage International perspective of the hospitality and tourism industries For information about all Prentice hall Hospitality Management and culinary Arts titles, visit: www.prenhall.com/hospitality "show more

Table of contents

Table of Contents PART I: INTRODUCTION1. The Concept of Marketing2. Marketing Services and the Hospitality Experience3. The Marketing Mix and the Product/Service Mix4. Relationship/Loyalty Marketing PART II: MARKETING TO GAIN A COMPETITIVE ADVANTAGE5. Strategic Marketing6. The Strategic Marketing System and Marketing Objectives PART III: THE MARKETPLACE7. Understanding Individual Customers8. Understanding Organizational Customers PART IV: SITUATIONAL ANALYSIS9. Understanding Competition10. Marketing Intelligence and ResearchAPPENDIX 10: UNDERSTANDING THE MARKETING RESEARCH PROCESS PART V: FUNCTIONAL STRATEGIES11. Differentiation, Segmentation and Target Marketing12. Branding and Market Positioning APPENDIX 12: BRAND POSITIONING: AN EXAMPLE13. The Hospitality Pricing Mix APPENDIX 13: REVENUE MANAGEMENT14. The Communications Mix: Advertising15. The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity16. The Communications Mix: Personal Selling17. Hospitality Distribution Systems18. Channels of Distribution: Bringing the Customer to the Product19. Interactive marketing: Internet and Database Marketing PART VI: SYNTHESIS20. The Marketing Plan21. Destination Marketingshow more

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