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Marketing Leadership in Hospitality Robert C. Lewis

Marketing Leadership in Hospitality By Robert C. Lewis

Marketing Leadership in Hospitality by Robert C. Lewis

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Summary

Helping students and professionals make the necessary connection between their business and the consumer of that business, this text presents case studies and examples and provides illustrations from real advertisements. This third edition also includes a separate chapter on marketing research.

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Marketing Leadership in Hospitality Summary

Marketing Leadership in Hospitality: Foundations and Practices by Robert C. Lewis

Marketing is the strongest weapon there is for surviving in the hospitality world today. This book helps both students and professionals to make the necessary connection between hospitality businesses and their consumers. A separate chapter on marketing research, plus new case studies and examples, help bring this new edition straight to the cutting edge of hospitality marketing.

About Robert C. Lewis

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.

Table of Contents

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.

Additional information

CIN0471332704G
9780471332701
0471332704
Marketing Leadership in Hospitality: Foundations and Practices by Robert C. Lewis
Robert C. Lewis
Used - Good
Hardback
John Wiley and Sons Ltd
20000218
960
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

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