Marketing Essentials in Hospitality and Tourism: Foundations and Practices
Stowe C Shoemaker, Margaret Shaw
1 . Emphasis on loyalty marketing-Provides a collection of
strategies and tactics that can be used to market hospitality and tourism
services to customers throughout their lifetime.
2 . Tourism marketing applications- Provides numerous examples of how marketing is used to develop tourism.
3 . Interviews with industry executives-Gives valuable insights from senior executives regarding the entire industry and specific segments such as restaurants, hotels, casinos, and tourism destinations.
4 . Contemporary advertisements and illustrations- Uses familiar examples and illustrations so readers can relate chapter material to current culture.
5 . Case studies based on actual events-Helps illustrate chapter content in a realistic way.
6 . Web browsing exercises- Gives students access to the latest information in the field.
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.
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