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Marketing Management Reference from C.H.I.P.S.

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

    1. Understanding the Hospitality Industry
    2. Market Segmentation and the Hospitality Industry
    3. Positioning in Line with Consumer Preferences
    4. The Channels of Distribution
    5. Marketing in Perspective
    6. Applying Key Marketing Methodologies: Marketing Research
    7. Applying Key Marketing Methodologies: Sales
    8. Applying Key Marketing Methodologies: Customer Service
    9. Applying Key Marketing Methodologies: Advertising
    10. Applying Key Marketing Methodologies: Public Relations
    11. Applying Key Marketing Methodologies: Promotions
    12. Applying Key Marketing Methodologies: Data Base Marketing
    13. Applying Key Marketing Methodologies: Electronic Marketing
    14. Applying Key Marketing Methodologies: Packaging
    15. Applying Key Marketing Methodologies: Collateral Materials and Promotional Support
    16. Applying Key Marketing Methodologies: Understanding Rates and Fares
    17. Applying Key Marketing Methodologies: Pricing Strategies
    18. Applying Key Marketing Methodologies: Revenue Maximization
    19. Practical Steps to Maximize Marketing
    20. The Marketing Budget
    21. The Total Hotel/Unit Marketing Plan
    22. The Total Corporate/Multi-Unit Marketing Plan
    23. Marketing and the Law
    24. Marketing Operations, and Research
    25. Travel Purchasing Systems: Automation and Beyond
    26. The New Paradigm

    Index

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    Marketing in the Hospitality Industry 4th Edition
    by Ronald A. Nykiel
    2003 337 pages $91.95 + shipping

    Texas residents please add 6.75 % sales tax

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