Marketing Leadership in Hospitality

ROBERT C. LEWIS, PhD, is Professor Emeritus, University of Massachusetts Amherst. He is the author of Cases in Hospitality Marketing and Management, Second Edition, and Cases in Hospitality Strategy and Policy, both published by Wiley. RICHARD E. CHAMBERS, MBA, is Vice President of Marketing at HRI Companies, the parent company of Leading Hotels of the World and Prima Hotels, based in New York City.

INTRODUCTION TO HOSPITALITY MARKETING. The Concept of Marketing. Marketing Services and the Hospitality Experience. Relationship Marketing. THE MARKETING SYSTEM. Strategic Marketing. The Marketing Environment. Understanding Competition. The Marketing Plan. THE HOSPITALITY CUSTOMER. Understanding Individual Customers. Understanding the Organizational Customers. DEFINING THE MARKET. Differentiation, Segmentation, and Target Marketing. Market Positioning and Branding. THE MARKETING MIX. The Hospitality Mix and the Product/Service Mix. The Hospitality Presentation Mix. The Hospitality Pricing Mix. The Communications Mix: Foundations and Advertising. The Communications Mix: Sales Promotions, Merchandising, Public Relations and Publicity. The Communications Mix: Personal Selling. Hospitality Distribution Systems. Appendices. Cases in Hospitality. Glossary. Indexes. World Maps.