Hospitality Marketing Management

<p>Preface</p>
<p>Acknowledgments</p>
<p>&nbsp;</p>
<p>Chapter 1 Introduction to Hospitality Marketing</p>
<p>Introduction</p>
<p>The Marketing Mix</p>
<p>Services Marketing</p>
<p>Destionation Marketing</p>
<p>Service Trends Affecting the Hospitality and Tourism Industry</p>
<p>Case Study: Campus Center Hotel</p>
<p>Case Study: Location, Location, Location?</p>
<p>&nbsp;</p>
<p>Chapter 2 The Marketing Environment and Sustainability</p>
<p>Introduction</p>
<p>The Marketing Environment</p>
<p>Sustainable Development</p>
<p>Managing for Sustainability</p>
<p>Case Study: Arizona Hotel Resort and Spa</p>
<p>Case Study: Bushwood Country Club</p>
<p>&nbsp;</p>
<p>Chapter 3 Understanding the Behavior of Hospitality Consumers</p>
<p>Introduction</p>
<p>Factors that Influence Consumer Behavior</p>
<p>Consumer Decision–Making Model</p>
<p>Consumer Problem–Solving Processes</p>
<p>Consumer Problem–Solving Techniques</p>
<p>Organizational Buyer Behavior</p>
<p>Case Study: Spring Break Vacation</p>
<p>Case Study: Tempura Garden</p>
<p>&nbsp;</p>
<p>Chapter 4 Market Segmentation and Positioning</p>
<p>Introduction</p>
<p>Segmentation Variables</p>
<p>Market Segmentation Decisions</p>
<p>Market Segmentation Strategies</p>
<p>Positioning the Product Service Mix</p>
<p>Case Study: Destination Market Segments</p>
<p>Case Study: Segmenting and Positioning in the Cruise Industry</p>
<p>&nbsp;</p>
<p>Chapter 5 Developing a Marketing Plan</p>
<p>Introduction</p>
<p>Marketing Plans</p>
<p>The Marketing Planning Process</p>
<p>Sales Forecasting</p>
<p>Case Study: Kilts and Ale</p>
<p>Case Study: Planning at the Westwind Resort</p>
<p>&nbsp;</p>
<p>Chapter 6 Information for Marketing Decisions</p>
<p>Introduction</p>
<p>Sources of Marketing Information</p>
<p>The Marketing Research Process</p>
<p>Destination Research</p>
<p>Ethical Issues in Marketing Research</p>
<p>Case Study: The Biggest Loser Resort</p>
<p>Case Study: Bel Air Motel</p>
<p>Appendix: Data Collection and Sampling</p>
<p>&nbsp;</p>
<p>Chapter 7 Pricing Strategy</p>
<p>Introduction</p>
<p>Factors that Affect Pricing Decisions</p>
<p>Broad Pricing Strategies</p>
<p>Pricing Techniques and Procedures</p>
<p>Segmented Pricing</p>
<p>Revenue Management</p>
<p>Pricing Law and Ethics</p>
<p>Case Study: Airline Pricing (Internet application)</p>
<p>Case Study: The Pasta Shack</p>
<p>&nbsp;</p>
<p>Chapter 8 Developing New Products and Services</p>
<p>Introduction</p>
<p>Planning for New Products</p>
<p>Organizing for New Product Planning</p>
<p>New Product Development Process</p>
<p>Identifying Products and Services</p>
<p>Destination Product Development</p>
<p>Case Study: Product Development Dilemma at Rocco s</p>
<p>Case Study: The Development of Seasons 52</p>
<p>&nbsp;</p>
<p>Chapter 9 Managing Products and Services</p>
<p>Introduction</p>
<p>Product Life Cycle</p>
<p>Developing Strategies using the Product Life Cycle</p>
<p>Resource Allocation Models and Applications</p>
<p>Managing in the Service Environment</p>
<p>Techniques to Assess Customer Satisfaction</p>
<p>Case Study: Starbucks Coffee</p>
<p>Case Study: Service Quality at the Excelsior Hotel</p>
<p>&nbsp;</p>
<p>Chapter 10 Distribution and Supply Chain Management</p>
<p>Introduction</p>
<p>Distribution Strategy</p>
<p>Franchising</p>
<p>Case Study: Ice Cream Heaven</p>
<p>Case Study: The Wing Shack</p>
<p>&nbsp;</p>
<p>Chapter 11 Electronic Commerce</p>
<p>Introduction</p>
<p>The Scope of Electronic Commerce</p>
<p>Electronic Commerce Strategy</p>
<p>Internet Strategies</p>
<p>Case Study 1: Hospitality and Tourism Web Site Analysis</p>
<p>Case Study 2: Electronic Commerce Strategy at Malone Golf Club</p>
<p>Appendix:&nbsp; Web Site Evaluation Sheet</p>
<p>&nbsp;</p>
<p>Chapter 12 Integrated Marketing Communications</p>
<p>Introduction</p>
<p>Managing the Promotional Mix</p>
<p>Managing the Advertising Function</p>
<p>Planning and Evaluating Advertising Campaigns</p>
<p>Criticisms of Advertising</p>
<p>Case Study: The Glen Pub</p>
<p>Case Study: Mr. C s Sandwich Shoppes</p>
<p>&nbsp;</p>
<p>Chapter 13 Advertising and Social Media</p>
<p>Introduction</p>
<p>Developing Media Plans</p>
<p>Print Media</p>
<p>Broadcast Media</p>
<p>Direct Mail</p>
<p>Support Media</p>
<p>Social Media</p>
<p>Case Study: Social Media Use by Restaurants</p>
<p>Case Study: Advertising Decisions for the Alexandria Inn</p>
<p>&nbsp;</p>
<p>Chapter 14 Sales Promotions and Public Relations</p>
<p>Introduction</p>
<p>Sales Promotions</p>
<p>Merchandising</p>
<p>Public Relations</p>
<p>Case Study: Restaurant Sales Promotions</p>
<p>Case Study: Promotion at Princess Suites</p>
<p>&nbsp;</p>
<p>Chapter 15 Personal Selling</p>
<p>Introduction</p>
<p>Selling to Group Markets</p>
<p>The Personal Selling Process</p>
<p>Personal Selling Tools</p>
<p>Ethical Issues in Personal Selling</p>
<p>Case Study: College Sports Team (Role Play)</p>
<p>Case Study: Atlantis Resort</p>
<p>&nbsp;</p>
<p>Glossary</p>
<p>&nbsp;</p>
<p>Index</p>