MARKETING ESSENTIALS IN HOSPITALITY AND TOURISM: FOUNDATIONS AND PRACTICES

　　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.

本書特色

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.