Marketing leadership in hospitality and tourism : strategies and tactics for competitive advantage (Book, 2007) [WorldCat.org]
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Marketing leadership in hospitality and tourism : strategies and tactics for competitive advantage
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Marketing leadership in hospitality and tourism : strategies and tactics for competitive advantage

Author: Stowe Shoemaker; Robert C Lewis; Peter Charles Yesawich
Publisher: Upper Saddle River, New Jersey : Pearson Prentice Hall, [2007] ©2007
Edition/Format:   Print book   Computer File : English : Fourth editionView all editions and formats
Summary:
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  Read more...
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Details

Document Type: Book, Computer File
All Authors / Contributors: Stowe Shoemaker; Robert C Lewis; Peter Charles Yesawich
ISBN: 0131182404 9780131182400 0132300907 9780132300902
OCLC Number: 70232407
Notes: Lewis's name appears first on the earlier edition.
Revised edition of: Marketing leadership in hospitality / Robert C. Lewis, Richard E. Chambers. New York : John Wiley, c2000.
Description: xxv, 662 pages : color illustrations, color maps ; 28 cm + 1 CD-ROM (4 3/4 in.) in pocket
Contents: Ch. 1. concept of marketing --
Ch. 2. Marketing services and the hospitality experience --
Ch. 3. marketing mix and the product/service mix --
Ch. 4. Relationship/loyalty marketing --
Ch. 5. Strategic marketing --
Ch. 6. strategic marketing system and marketing objectives --
Ch. 7. Understanding individual customers --
Ch. 8. Understanding organizational customers --
Ch. 9. tourist customer and the tourism destination --
Ch. 10. Understanding competition --
Ch. 11. Marketing intelligence and research --
Ch. 12. Differentiation, segmentation, and target marketing --
Ch. 13. Branding and market positioning --
Ch. 14. hospitality pricing mix --
Ch. 15. communications mix : advertising --
Ch. 16. communications mix : sales promotions, merchandising, public relations and publicity --
Ch. 17. communications mix : personal selling --
Ch. 18. Hospitality distribution systems : bringing the product to the customer --
Ch. 19. Channels of distribution : bringing the customer to the product --
Ch. 20. Interactive marketing : Internet and database marketing --
Ch. 21. Marketing plan.
Responsibility: Stowe Shoemaker, Donald Hubbs Distinguished Professor, Associate Dean of Research, Conrad Hilton College of Hotel and Restaurant Management, University of Houston, Robert C. Lewis, Professor Emeritus, University of Massachusetts, Amherst, Peter C. Yesawich, Chairman, Yesawich, Pepperdine, Brown & Russell.

Abstract:

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.-- Publisher description.

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