Marketing Leadership in Hospitality and Tourism: Strategies and Tactics for Competitive Advantage, 4/E
Stowe Shoemaker, University of Houston
Robert C. Lewis, Professor Emeritus, University of Massachuetts, Amherst
Peter C. Yesawich, Chairman & CEO, Yesawich, Pepperdine, Brown & Russell

ISBN-10: 0131182404
ISBN-13: 9780131182400

Publisher: Prentice Hall
Copyright: 2007
Format: Paper; 688 pp
Published: 10/09/2006

Suggested retail price: $110.80
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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. Over 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 students learn about marketing and also about the industry itself.

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. Over 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 students learn about marketing and also about the industry itself.

 

New to the Edition

 

New Case Study CD-ROM included with the purchase of each new text  -   These case studies are illustrative of the book's content and bring the concepts to life in real-world situations.

 

New topics: Fully updated to reflect current industry issues and trends such as:

·        Customer loyalty

·        Customer relationship management

·        Interactive marketing

·        Strategic pricing and revenue management

·        Distribution channels

·        Marketing Research

 

Hallmark Features

 

Uses the 12 Cs of loyalty marketing–as framework for the text.

·        Moves beyond the 4Ps of product marketing and the 7Ps of service marketing to focus on the 12Cs of loyalty marketing.

·        Provides a collection of strategies and tactics that can be used to market services and the hospitality experience to customers throughout their lifetime.

 

Provides a balance between academic and industry viewpoints–through the voices of a collaborative team.

·        Uses each author’s expertise to discuss the latest theory and industry specific examples. 

·        Illustrates contemporary philosophies and current industry practices.

 

Includes intriguing interviews with senior industry executives–at the beginning of each chapter.

·        Reveals how chapter concepts can be used in real life and provides a snapshot of Marketing in Action.

·        Introduces readers to leading professionals and firms in the industry.

  

Provides well-written case studies–throughout the text.

·        Allows students to think critically and apply the knowledge they have learned.

·        Offers convenient assignment and discussion material.

 

Integrates Web exercises–throughout the text.

·        Makes the text more interactive and engaging.

·        Provides additional assignment and discussion material.

 

Offers numerous international examples–prepare students for the global nature of the industry.

·        Helps students understand hospitality marketing from both a domestic and international perspective.

 

New to the Edition

 

New Case Study CD-ROM included with the purchase of each new text  -   These case studies are illustrative of the book's content and bring the concepts to life in real-world situations.

 

New topics: Fully updated to reflect current industry issues and trends such as:

  • Customer loyalty 
  • Customer relationship management
  • Interactive marketing  
  • Strategic pricing and revenue management 
  • Distribution channels
  • Marketing Research

Table of 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

 

 

Stowe Shoemaker is the Donald Hubbs Distinguished Professor and the Associate Dean of Research at the University of Houston's Conrad Hilton College of Hotel and Restaurant Management.  Prior to moving to the University of Houston, Dr. Shoemaker taught at the University of Nevada, Las Vegas and has 15 years of experience working in the hotel industry and in consulting.

 

Robert C. Lewis was a professor of marketing and strategy in hospitality, and graduate coordinator at the University Of Guelph, Ontario, Canada, from which he is now retired.  He previously served ten years in the same position at the University of Massachusetts/Amherst, where he is Professor Emeritus.

 

Peter C. Yesawich is Chairman and Chief Executive Officer of Yesawich, Pepperdine, Brown & Russell (YPB&R), America's leading marketing, advertising, and public relations agency serving travel, leisure, ad lifestyle clients.  The agency represents clients in every category of the travel industry through seven offices across the US and Europe.

 

Continuing the tradition of the first three editions, this new edition of Marketing Leadership in Hospitality and Tourism is truly a hospitality and tourism marketing text, not a marketing text with hospitality and tourism examples inserted.  the authors bring to this text their experience and knowledge of the industry, gained through years of studying the discipline of marketing and working with hospitality and tourism executives around the world.

 

The book has been rewritten and enhanced to include not only the latest research in marketing theory, but current real-life examples of how hospitality and tourism entities use marketing to gain a competitive advantage.  Its philosophy remains the same- that every person in a hospitality and tourism enterprise has responsibility for marketing. 

 

Features of this new edition include:

 

  • Interviews with senior executives and owners of hospitality and tourism enterprises
  • Web-based exercises that allow the student to see how hospitality and tourism entities implement the topics discussed in class
  • Specific highlighted examples of how tourist organizations use marketing to gain a competitive advantage
  • International perspective of the hospitality and tourism industries

 

For information about all Prentice hall Hospitality Management and culinary Arts titles, visit:  www.prenhall.com/hospitality

View a Sample Chapter PDF:

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