Descripciones mejoradas de Syndetics:

Comprehensive and up-to-date coverage of marketing theory and techniques for the hospitality industry. Beginning with the basic principles of marketing, the text advances through clear, step-by-step instructions for developing, implementing and evaluating a hospitality industry marketing plan to achieve organizational goals. Updated information includes many current and specific industry examples that reinforce learning and understanding through recognizable case studies. An 8-page, full-color insert shows actual display ads created as part of industry marketing efforts. Detailed coverage of the nine P's of hospitality marketing (product, people, packaging, programming, place, promotion, partnership, public relations, and pricing) provides a thorough understanding, and solid preparation for a career in hospitality and travel marketing.

Tabla de contenidos provista por Syndetics

• Part I Introduction to Marketing (What Is Marketing?)(p. 1)
• Chapter 1 Marketing Defined(p. 2)
• Definition of Marketing(p. 3)
• Evolutionary Eras of Marketing(p. 21)
• Developing a Marketing Orientation(p. 11)
• Core Principles of Marketing(p. 18)
• The Hospitality and Travel Marketing Environment(p. 20)
• Increased Importance of Marketing in the Industry(p. 24)
• Chapter Conclusion(p. 26)
• Review Questions(p. 26)
• Chapter Assignments(p. 26)
• World Wide Web Resources(p. 27)
• References(p. 27)
• Chapter 2 Marketing Hospitality and Travel Services(p. 29)
• What Is Services Marketing?(p. 30)
• Why Is Services Marketing Different?(p. 32)
• Why Are Hospitality and Travel Services Marketing Different?(p. 39)
• Different Marketing Approaches Needed for Hospitality and Travel(p. 44)
• Chapter Conclusion(p. 48)
• Review Questions(p. 49)
• Chapter Assignments(p. 49)
• World Wide Web Resources(p. 49)
• References(p. 50)
• Chapter 3 The Hospitality and Travel Marketing System(p. 51)
• Many Different Approaches to Defining Our Industry(p. 52)
• The Systems Approach(p. 57)
• The Hospitality and Travel Marketing System(p. 60)
• Relationship of the System to Strategic and Tactical Marketing Planning(p. 67)
• Organization of This Book(p. 69)
• Chapter Conclusion(p. 70)
• Review Questions(p. 70)
• Chapter Assignments(p. 70)
• World Wide Web Resources(p. 71)
• References(p. 72)
• Part II Planning: Research and Analysis (Where Are We Now?)(p. 73)
• Chapter 4 Customer Behavior(p. 74)
• Behavior of Individual Customers(p. 75)
• Buying Processes of Individual Customers(p. 77)
• Behavior of Organizational Customers(p. 102)
• Chapter Conclusion(p. 102)
• Review Questions(p. 103)
• Chapter Assignments(p. 103)
• World Wide Web Resources(p. 104)
• References(p. 104)
• Chapter 5 Analyzing Marketing Opportunities(p. 106)
• Analysis for Success(p. 107)
• The Situation Analysis(p. 108)
• The Market Analysis(p. 130)
• The Feasibility Analysis or Study(p. 132)
• Chapter Conclusion(p. 134)
• Review Questions(p. 135)
• Chapter Assignments(p. 135)
• World Wide Web Resources(p. 135)
• References(p. 136)
• Chapter 6 Marketing Research(p. 137)
• Research: Nourishment for Marketing(p. 138)
• Definition of Marketing Research(p. 139)
• Reasons for Doing Marketing Research: The Five Cs(p. 140)
• Reasons for Not Doing Marketing Research(p. 140)
• Using Research in the Hospitality and Travel Marketing System Steps(p. 143)
• Key Requirements for Good Research Information(p. 147)
• The Marketing Research Process(p. 148)
• Chapter Conclusion(p. 166)
• Review Questions(p. 166)
• Chapter Assignments(p. 167)
• World Wide Web Resources(p. 167)
• References(p. 168)
• Part III Planning: Marketing Strategy and Planning (Where Would We Like To Be?)(p. 169)
• Chapter 7 Marketing Strategy: Market Segmentation and Trends(p. 170)
• Market Segmentation(p. 171)
• Segmentation Bases(p. 178)
• Market Trends and Segmentation(p. 191)
• Changing Segmentation Practices(p. 199)
• Chapter Conclusion(p. 199)
• Review Questions(p. 199)
• Chapter Assignments(p. 200)
• World Wide Web Resources(p. 200)
• References(p. 201)
• Chapter 8 Marketing Strategy: Strategies, Positioning, and Marketing Objectives(p. 203)
• The Process of Developing a Marketing Strategy and Plan(p. 204)
• Market Strategy Formulation(p. 205)
• Relationship Marketing and Strategic Alliances(p. 218)
• Positioning Approach(p. 221)
• Marketing Objectives(p. 227)
• Chapter Conclusion(p. 229)
• Review Questions(p. 230)
• Chapter Assignments(p. 230)
• World Wide Web Resources(p. 231)
• References(p. 232)
• Chapter 9 The Marketing Plan and the 8 Ps(p. 233)
• Marketing Plan Definition(p. 234)
• Differences between Tactical and Strategic Planning(p. 234)
• Requirements for an Effective Marketing Plan(p. 234)
• Benefits of Having a Marketing Plan(p. 235)
• Contents of a Marketing Plan(p. 236)
• Steps Involved in Preparing a Marketing Plan(p. 244)
• The 8 Ps of Hospitality and Travel Marketing(p. 249)
• Chapter Conclusion(p. 251)
• Review Questions(p. 251)
• Chapter Assignments(p. 251)
• World Wide Web Resources(p. 252)
• References(p. 252)
• Part IV Implementing the Marketing Plan (How Do We Get There?)(p. 253)
• Chapter 10 Product Development and Partnership(p. 254)
• Types and Roles of Hospitality and Travel Industry Organizations(p. 255)
• The Product/Service Mix(p. 277)
• Product Development Decisions(p. 278)
• Partnership(p. 280)
• Chapter Conclusion(p. 283)
• Review Questions(p. 283)
• Chapter Assignments(p. 283)
• World Wide Web Resources(p. 284)
• References(p. 285)
• Chapter 11 People: Services and Service Quality(p. 286)
• The Two Main Groups of People: Guests and Hosts(p. 287)
• Key Role of People in the Marketing Mix(p. 287)
• The Total Quality Management (TQM) Concept(p. 289)
• Customer Codes and Guarantees(p. 295)
• Employees: Managing Internal Customers for Service Quality(p. 296)
• Measuring Service Quality(p. 301)
• Relationship Marketing: Treating Guests as People(p. 304)
• The Customer Mix(p. 307)
• Chapter Conclusion(p. 310)
• Review Questions(p. 310)
• Chapter Assignments(p. 310)
• World Wide Web Resources(p. 311)
• References(p. 311)
• Chapter 12 Packaging and Programming(p. 313)
• Definition of Packaging and Programming(p. 314)
• Relationship of Packaging and Programming(p. 315)
• Reasons for the Popularity of Packages and Programming(p. 316)
• Role of Packaging and Programming in Marketing(p. 323)
• Packaging Concepts Offered by Industry(p. 324)
• Steps in Developing Effective Packages(p. 330)
• Chapter Conclusion(p. 335)
• Review Questions(p. 335)
• Chapter Assignments(p. 335)
• World Wide Web Resources(p. 336)
• References(p. 336)
• Chapter 13 The Distribution Mix and the Travel Trade(p. 338)
• The Distribution Mix and the Travel Trade(p. 339)
• Individual Travel Intermediaries(p. 342)
• On-line Travel Services(p. 350)
• Marketing to the Travel Trade(p. 350)
• Chapter Conclusion(p. 360)
• Review Questions(p. 361)
• Chapter Assignments(p. 361)
• World Wide Web Resources(p. 362)
• References(p. 363)
• Chapter 14 Communications and the Promotional Mix(p. 364)
• Promotion and Communications(p. 365)
• Goals of Promotion(p. 373)
• The Promotional Mix(p. 374)
• Factors Affecting the Promotional Mix(p. 383)
• Chapter Conclusion(p. 387)
• Review Questions(p. 387)
• Chapter Assignments(p. 388)
• World Wide Web Resources(p. 388)
• References(p. 389)
• Chapter 15 Advertising(p. 390)
• Advertising and the Promotional Mix(p. 391)
• Planning the Advertising Effort(p. 392)
• Advertising Media Alternatives(p. 409)
• Advertising by the Hospitality and Travel Industry(p. 424)
• Role of Advertising Agencies(p. 424)
• Chapter Conclusion(p. 425)
• Review Questions(p. 426)
• Chapter Assignments(p. 426)
• World Wide Web Resources(p. 427)
• References(p. 427)
• Chapter 16 Sales Promotion and Merchandising(p. 430)
• Sales Promotion, Merchandising, and the Promotional Mix(p. 431)
• Planning Sales Promotion and Merchandising Efforts(p. 434)
• Chapter Conclusion(p. 451)
• Review Questions(p. 452)
• Chapter Assignments(p. 452)
• World Wide Web Resources(p. 452)
• References(p. 453)
• Chapter 17 Personal Selling and Sales Management(p. 455)
• Personal Selling and the Promotional Mix(p. 456)
• Categories of Personal Selling(p. 459)
• Personal Selling Strategies(p. 460)
• The Sales Process(p. 464)
• The Sales Plan and Sales Management(p. 475)
• Personal Selling in the Hospitality and Travel Industry(p. 481)
• Chapter Conclusion(p. 483)
• Review Questions(p. 483)
• Chapter Assignments(p. 483)
• World Wide Web Resources(p. 484)
• References(p. 484)
• Chapter 18 Public Relations and Publicity(p. 486)
• Public Relations, Publicity, and the Promotional Mix(p. 487)
• Hospitality and Travel Industry Publics(p. 489)
• Planning Public Relations Efforts(p. 493)
• Public Relations Consultants(p. 509)
• Chapter Conclusion(p. 509)
• Review Questions(p. 511)
• Chapter Assignments(p. 511)
• World Wide Web Resources(p. 512)
• References(p. 512)
• Chapter 19 Pricing(p. 513)
• Pricing's Dual Role(p. 514)
• Pricing and Value for Money(p. 518)
• Planning Pricing Approaches(p. 518)
• Select Pricing Approaches(p. 522)
• Chapter Conclusion(p. 536)
• Review Questions(p. 536)
• Chapter Assignments(p. 537)
• World Wide Web Resources(p. 537)
• References(p. 537)
• Part V Controlling and Evaluating the Plan (How Do We Make Sure We Get There? How Do We Know If We Got There?)(p. 539)
• Chapter 20 Marketing Management, Evaluation, and Control(p. 540)
• Marketing Management--Definition and Components(p. 542)
• Marketing Management Benefits(p. 542)
• Marketing Organization(p. 542)
• Staffing the Marketing Organization(p. 544)
• Managing and Supervising Marketing Personnel(p. 545)
• Setting Marketing Budgets(p. 545)
• Marketing Control and Evaluation(p. 548)
• The Future of Marketing(p. 556)
• Chapter Conclusion(p. 557)
• Review Questions(p. 557)
• Chapter Assignments(p. 558)
• World Wide Web Resources(p. 558)
• References(p. 559)
• Appendix 1(p. 560)
• Appendix 2(p. 579)
• Glossary(p. 585)
• Index(p. 603)