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

Marketing Leadership in Hospitality and Tourism
Strategies and Tactics for Competitive Advantage
Fourth edition
by Stowe Shoemaker

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

  1. Strategic Marketing
  2. The Strategic Marketing System and Marketing Objectives

The Marketplace

  1. Understanding Individual Customers
  2. Understanding Organizational Customers

Situational Analysis

  1. Understanding Competition
  2. Marketing Intelligence and Research

Functional Strategies

  1. Differentiation, Segmentation and Target Marketing
  2. Branding and Market Positioning
  3. The Hospitality Pricing Mix
  4. The Communications Mix: Advertising
  5. The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity
  6. The Communications Mix: Personal Selling
  7. Hospitality Distribution Systems
  8. Channels of Distribution: Bringing the Customer to the Product
  9. Interactive marketing: Internet and Database Marketing

Synthesis

  1. The Marketing Plan
  2. Destination Marketing

Index

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Marketing Leadership in Hospitality and Tourism
Strategies and Tactics for Competitive Advantage
Fourth edition
by Stowe Shoemaker
2006 • 661 pages • $130.00 + shipping
Texas residents please add 6.75 % sales tax

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