Marketing leadership in hospitality and tourism Strategies and tactics for competitive advantage 4th Edition Shoemaker Test Bank
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Marketing leadership in hospitality and tourism Strategies and tactics for competitive advantage 4th Edition Shoemaker Test Bank.
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Marketing leadership in hospitality and tourism Strategies and tactics for competitive advantage 4th Edition Shoemaker Test Bank
Product details:
- ISBN-10 : 0131182404
- ISBN-13 : 978-0131182400
- Author: Stowe Shoemaker
For courses in Hospitality Marketing and/or Tourism. How do you gain a sustainable competitive advantage in today’s global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? 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.
Table contents:
PART I: 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
PART II: MARKETING TO GAIN A COMPETITIVE ADVANTAGE
5. Strategic Marketing
6. The Strategic Marketing System and Marketing Objectives
PART III: THE MARKETPLACE
7. Understanding Individual Customers
8. Understanding Organizational Customers
PART IV: SITUATIONAL ANALYSIS
9. Understanding Competition
10. Marketing Intelligence and Research
APPENDIX 10: UNDERSTANDING THE MARKETING RESEARCH PROCESS
PART V: FUNCTIONAL STRATEGIES
11. Differentiation, Segmentation and Target Marketing
12. Branding and Market Positioning
APPENDIX 12: BRAND POSITIONING: AN EXAMPLE
13. The Hospitality Pricing Mix
APPENDIX 13: REVENUE MANAGEMENT
14. The Communications Mix: Advertising
15. The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity
16. The Communications Mix: Personal Selling
17. Hospitality Distribution Systems
18. Channels of Distribution: Bringing the Customer to the Product
19. Interactive marketing: Internet and Database Marketing
PART VI: SYNTHESIS
20. The Marketing Plan
21. Destination Marketing
