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Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Stowe Shoemaker, University of Houston
Margaret Shaw

ISBN-10: 0131708279
ISBN-13:  9780131708273

Publisher:  Prentice Hall
Copyright:  2008
Format:  Paper; 640 pp
Published:  08/06/2007
Status: Out of Stock


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Description

For introductory courses in Hospitality Marketing and/or Tourism.

 

Marketing Essentials in Hospitality and Tourism: Foundations and Practices provides the first-year student with an introduction to hospitality marketing and the basics of its many different components. With a succinct three-part format, it introduces basic marketing concepts, discusses strategic marketing and the marketplace, and ends with functional strategies that can be used to increase competitive advantage. Tourism applications, interviews with industry executives and case studies provide a glimpse at the real-world of hospitality and tourism, while contemporary examples demonstrate how marketing techniques are used to increase the chances of success.


Features

For introductory courses in Hospitality Marketing and/or Tourism. Marketing Essentials in Hospitality and Tourism: Foundations and Practices provides the first-year student with an introduction to hospitality marketing and the basics of its many different components. With a succinct three-part format, it introduces basic marketing concepts, discusses strategic marketing and the marketplace, and ends with functional strategies that can be used to increase competitive advantage. Tourism applications, interviews with industry executives and case studies provide a glimpse at the real-world of hospitality and tourism, while contemporary examples demonstrate how marketing techniques are used to increase the chances of success.

 

Hallmark Features

 

Emphasis on loyalty marketing–and the elements considered in this marketing approach. 

·           Moves beyond the 4Ps of product marketing and the 7Ps of services marketing to address the 13Cs of loyalty marketing.

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

 

Tourism marketing applications–appear as sidebars within the text.

·           Provides numerous examples of how marketing is used to develop tourism.

·           Includes examples and applications from hotels, restaurants, and tourism destinations.

 

Interviews with industry executives–begin each chapter.

·           Gives valuable insights from senior executives regarding the entire industry and specific segments such as restaurants, hotels, casinos, and tourism destinations.

 

Contemporary advertisements and illustrations–reference well-known companies.

·           Uses familiar examples and illustrations so readers can relate chapter material to current culture.

 

Case studies based on actual events–end each chapter.

·           Helps illustrate chapter content in a realistic way.  

·           Includes discussion questions after each case for optimal learning.

 

Web browsing exercises–appear throughout the chapters.

·           Gives students access to the latest information in the field.

·           Introduces students to key information sources they can refer to in the future.


Table of Contents

Table of Contents

 

PART I: INTRODUCTION

1.      THE Concept of Marketing

2.      Marketing Services

3.      The Marketing Mix and the Product/Service Mix

4.      Relationship and Loyalty Marketing

5.      The Marketing Plan

 

PART II: STRATEGIC MARKETING AND THE MARKETPLACE

6.      Strategic Marketing

7.      Competition and the Marketing Environment

8.      Understanding Individual Customers

9.      Understanding Organizational Customers

10.  Understanding Tourism Markets

 

PART III: FUNCTIONAL STRATEGIES

11.  Advertising, merchandising, and public Relations

12.  Personal Selling and Sales Promotions

13.  Differentiation, Segmentation, and Target Marketing

14.  Market Positioning and Branding

15.  The Pricing Decision

16.  Channels of Distribution



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Companion Website for Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Lewis, Aiyer & Shoemaker
©2008  |  Prentice Hall  |  Website  |  Live
ISBN-10: 0131708295  |  ISBN-13: 9780131708297
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Instructor's Manual (Download only) for Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Aiyer
©2008  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0135003636  |  ISBN-13: 9780135003633

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PowerPoints (Download only) for Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Shoemaker & Aiyer
©2008  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0135132703  |  ISBN-13: 9780135132708

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TestGen® Computerized Test Bank for Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Lewis & Aiyer
©2008  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0131708287  |  ISBN-13: 9780131708280

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Companion Website for Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Lewis, Aiyer & Shoemaker
©2008  |  Prentice Hall  |  Website  |  Live
ISBN-10: 0131708295  |  ISBN-13: 9780131708297
More Info

Preview Chapter for Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Shoemaker & Shaw
©2008  |  Prentice Hall  |  Paper; 64 pp  |  Instock
ISBN-10: 0135132711  |  ISBN-13: 9780135132715
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Websites and online courses

Companion Website for Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Lewis, Aiyer & Shoemaker
©2008  |  Prentice Hall  |  Website  |  Live
ISBN-10: 0131708295  |  ISBN-13: 9780131708297
More Info


Websites and Online Courses

Companion Website for Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Lewis, Aiyer & Shoemaker
©2008  |  Prentice Hall  |  Website  |  Live
ISBN-10: 0131708295  |  ISBN-13: 9780131708297
More Info

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    ISBN-10: 013510310X  |  ISBN-13: 9780135103104
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