Knjiga je dobavljiva po ponudi
- Uvez: Tvrdi uvez
- Broj stranica: 640
- Format: 28*22
- ISBN: 9780471476542
- Godina izdanja: 2005.
- Izdanje: -
Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student.
It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory.
- Includes coverage of tourism marketing
- Features new material on marketing technology and it's implications in the hospitality industry
- Offers international coverage
- Provides new, applications approach to the discipline of marketing
PART ONE: INTRODUCTION TO HOSPITALITY MARKETING.
Chapter 1: The Functions of Marketing.
Chapter 2 Introduction to Hospitality Services Marketing.
PART TWO: UNDERSTANDING AND TARGETING HOSPITALITY CONSUMERS.
Chapter 3: Understanding the Behavior of Hospitality Consumers.
Chapter 4: Market Segmentation and Positioning.
PART THREE: MARKETING PLANNING AND INFORMATION.
Chapter 5: Developing a Marketing Plan.
Chapter 6: Information for Marketing Decisions.
PART FOUR: PRODUCT-SERVICE MIX AND DISTRIBUTION STRATEGIES.
Chapter 7: Developing New Products and Services.
Chapter 8: Product-Service Mix Strategy.
Chapter 9: Marketing Channels.
Chapter 10: E-commerce.
PART FIVE: PROMOTIONAL STRATEGY.
Chapter 11: Promotion and Advertising.
Chapter 12: Advertising and Media Planning.
Chapter 13: Sales Promotions, Merchandising, and Public Relations.
Chapter 14: Personal Selling.
PART SIX: PRICING STRATEGY AND MENU DESIGN.
Chapter 15: Pricing Strategy.
Chapter 16: Using Menu Design as a Marketing Tool.
ROBERT D. REID is Dean of the College of Business and Professor of Hospitality Management and Marketing at James Madison University in Harrisonburg, Virginia.
DAVID C. BOJANIC is Professor of Marketing in the Department of Hotel, Restaurant, and Travel Administration at the University of Massachusetts, Amherst.