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Key Hospitality Marketing Text from C.H.I.P.S.

Marketing Hospitality
Third Edition
by Cathy Hsu
and Tom Powers

Marketing Hospitality has helped thousands of students gain the knowledge they need to meet the competitive challenges of the hospitality industry. Now this Third Edition keeps the book in line with the latest developments in this rapidly changing field–with updated information, new case histories, and fresh examples drawn from a broad range of hospitality operations.

Combining marketing theory with a strong practical emphasis on industry applications, Marketing Hospitality, Third Edition offers superior coverage of marketing as an integral part of operations, especially at the unit level. Beginning with an overview of hospitality marketing, products, and services, it guides readers through the basics of marketing research, segmentation, and targeting, as well as branding, distribution, location, pricing, and communication. A powerful feature of the book is its strong coverage of marketing planning and strategy, including clear step-by-step guidance on developing an effective marketing plan.

Contents:

  • Marketing—Everybody's Job.
  • Hospitality Services.
  • The Macro and Micro Environments of Hospitality Marketing.
  • Segmenting and Targeting Markets.
  • Marketing Information and Research.
  • Marketing Strategy.
  • Marketing Planning.
  • The Hospitality Product.
  • Place in Hospitality Marketing: Distribution.
  • Place in Hospitality Marketing: Location.
  • The Price of Hospitality.
  • Marketing Communication: Advertising.
  • Marketing Communication: Sales Promotion, Public Relations/Publicity, and Personal Selling.
  • Marketing at the Unit Level.
Summary.
Key Words and Concepts.
Resources on the Internet.
Discussion Questions.
References.

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Marketing Hospitality
Third Edition by Cathy Hsu and Tom Powers
384 pages • $82.95 + shipping

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