Marketing Leadership in Hospitality

INTRODUCTION TO HOSPITALITY MARKETING. The Concept of Marketing. Nontraditional Marketing in Hospitality. MANAGING THE MARKETING SYSTEM. The Strategic Marketing System. The Marketing Plan. The Marketing Environment, Competitive Analysis, and Marketing Research. THE HOSPITALITY CUSTOMER. Customer Behavior and Customer Markets. The Organizational Customer and Planner. DEFINING THE MARKET. Differentiation, Segmentation, and Target Marketing. Market Positioning. THE MARKETING MIX. The Marketing Mix and the Product/Service Mix. The Hospitality Presentation Mix. Pricing the Hospitality Product. The Communications Mix: Foundations and Advertising. The Communications Mix: Sales Promotions, Merchandising, Public Relations, and Publicity. The Communications Mix: Personal Selling. Channels of Distribution. THE INTERNATIONAL MARKET. International Marketing. International Tourism Marketing. Glossary. Index. World Maps.