Hospitality Marketing Management
Newly revised and updated with fresh tools and guidance for today's world!This fully revised and updated Fourth Edition ofHospitality Marketing Management, is in a new, lively, full-color format! Providing readers with plain-language explanations, an abundance of exercises, and solid reinforcement of underlying theory, this new edition continues the book's long-standing tradition of providing students with a practical, applications-oriented approach to exploring the intricacies of marketing in this rapidly growing industry.Packed with more visual aids than ever, this new edition also includes one-on-one interviews with industry leaders, as well as enhanced coverage of branding, franchising, strategic alliances, and international marketing. The text encourages learning-by-doing, and many chapters feature step-by-step models and processes that readers follow to develop marketing plans, evaluate marketing research, develop sales forecasts, and plan sales presentations, as well as other activities essential to the world of hospitality marketing professionals.Other new features of this edition include:A new chapter on electronic commerce that focuses on using the Internet as a marketing toolAn expanded distribution chapter, including up-to-date information on the pros and cons of franchisingA new section on service blueprintingA useful, how-to approach to developing a marketing planA detailed explanation of budgeting for advertisingA new section on "SPIN® Selling," an approach used by many Fortune 500 companiesNew real-world case studies and samples of actual media plansFilled with many practical examples balanced across the various hospitality disciplines—lodging, foodservice, travel, and tourism—Hospitality Marketing Management, Fourth Editiongives aspiring hospitality professionals the knowledge, experience, and confidence they will need to meet the challenges of this dynamic and rewarding industry.