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Author : Nick Palmos
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (141 download)
Download or read book Branding and Market Segmentation Within the International Hospitality Industry written by Nick Palmos and published by . This book was released on 1997 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Nora Burkard
Publisher : GRIN Verlag
ISBN 13 : 3638258858
Total Pages : 46 pages
Book Rating : 4.6/5 (382 download)
Download or read book Market Segmentation and Branding in the Hotel Industry written by Nora Burkard and published by GRIN Verlag. This book was released on 2004-03-05 with total page 46 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2003 in the subject Tourism - Miscellaneous, grade: 1,3 (A), University of Applied Sciences Worms (Tourism), course: WS 2003, language: English, abstract: In today ́s market place managers are constantly seeking to find the best ways to reach and serve their customers. Market segmentation, dividing the market into submarkets, and branding products and services plays a major part in marketing activities. Globalization is one of words used nowadays to describe the convergence of cultures. Cultures are believed to move closer together as a result of increased travel, better communication methods and enhanced transportation opportunities. Companies try to anticipate this change by offering standardized products to a global audience. Cultural differences are a logical barrier to standardization of the marketing strategies on a global scale. However, even on a national scale, there are many different types of consumers, who need to be treated differently. Market segmentation plays a major part in marketing, as all marketing activties depend on precisely defined and carefully choosen market segments.
Author : Ron Morritt
Publisher : Routledge
ISBN 13 : 1136416315
Total Pages : 250 pages
Book Rating : 4.1/5 (364 download)
Download or read book Segmentation Strategies for Hospitality Managers written by Ron Morritt and published by Routledge. This book was released on 2012-11-12 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get the competitive edge in a fierce market! Effective market segmentation approaches can show a company which customer group is most profitable and how to best serve their needs. Segmentation Strategies for Hospitality Managers: Target Marketing for Competitive Advantage is a marketing primer whose time has come, teaching segmentation approaches that can make a difference where it really counts—the bottom line. Introductory to intermediate level hospitality managers and students are provided with easy-to-follow explanations and effective learning exercises that will help them grasp segmentation concepts and strategies quickly. Unlike other hospitality marketing textbooks out there, this book persistently focuses specifically on segmentation and positioning strategies. Segmentation Strategies for Hospitality Managers effectively tells how to best use the integrated resources of a hospitality firm to gain and maintain the competitive edge. Examples are taken from the hotel, restaurant, and airline industries to give a well-rounded view of the industry’s practical and productive use of segmentation strategies. The text explains advantages and limitations of various segmentation strategies such as relationship or niche marketing to help assist managers in their own future decision-making process. Detailed chapter summaries and challenging end-of-chapter exercises further reinforce each chapter’s concepts and approaches. Extensive references, several illustrative figures and tables, and specific case examples from various hospitality sectors are included. Topics in Segmentation Strategies for Hospitality Managers include: positioning strategy niche marketing relationship marketing marketing trends technology’s impact on the hospitality industry special issues in segmentation strategy (including integration of segmentation strategy with branding, yield management, and IT strategy) and more! Segmentation Strategies for Hospitality Managers is a resource certain to be used again and again and is perfect for hospitality managers, marketing and hospitality educators, hospitality and travel and tourism students, and business school students world wide.
Author : Robert D. Reid
Publisher : John Wiley and Sons
ISBN 13 : 0470088583
Total Pages : 673 pages
Book Rating : 4.4/5 (7 download)
Download or read book Hospitality Marketing Management written by Robert D. Reid and published by John Wiley and Sons. This book was released on 2009-02-09 with total page 673 pages. Available in PDF, EPUB and Kindle. Book excerpt: Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition is a comprehensive, core marketing text. This popular textbook explores marketing and themes unique to hospitality and tourism, with a focus on the practical applications of marketing rather than marketing theory. It provides readers with the tools they need to successfully execute marketing campaigns for a hospitality business, no matter what their specialty.
Author : Alan Fyall
Publisher : Routledge
ISBN 13 : 1317308794
Total Pages : 708 pages
Book Rating : 4.3/5 (173 download)
Download or read book Marketing for Tourism and Hospitality written by Alan Fyall and published by Routledge. This book was released on 2019-03-04 with total page 708 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners. Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences. Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally. A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing. This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes.
Author : Ronald A. Nykiel Ph.D., CHA, CHE
Publisher : Pearson Higher Ed
ISBN 13 : 0133474860
Total Pages : 348 pages
Book Rating : 4.1/5 (334 download)
Download or read book Marketing in the Hospitality Industry (AHLEI) written by Ronald A. Nykiel Ph.D., CHA, CHE and published by Pearson Higher Ed. This book was released on 2013-10-04 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. Hospitality marketing is based on understanding the needs of consumers, knowing the segmentation of the market, and selecting the best marketing tools to reach customers. MARKETING IN THE HOSPITALITY INDUSTRY provides students with a real-world perspective on the world of hospitality marketing, industry forms, and useful ideas for increasing sales and making marketing more effective. Revisions to the fifth edition include new information on understanding marketing trends, using market research tools to help make sound strategy decisions, and writing a strategic marketing plan. There is also new information on how technology is impacting hospitality marketing.
Author : Alastair M. Morrison
Publisher : Cengage Learning
ISBN 13 :
Total Pages : 610 pages
Book Rating : 4.0/5 ( download)
Download or read book Hospitality and Travel Marketing written by Alastair M. Morrison and published by Cengage Learning. This book was released on 1996 with total page 610 pages. Available in PDF, EPUB and Kindle. Book excerpt: The comprehensive hospitality and travel marketing system model contained in this book highlights the marketing functions and techniques every professional will need to understand to thrive in the 1990s and beyond. 200 illus.
Author : Chekitan S. Dev
Publisher : Cornell University Press
ISBN 13 : 0801465265
Total Pages : 191 pages
Book Rating : 4.8/5 (14 download)
Download or read book Hospitality Branding written by Chekitan S. Dev and published by Cornell University Press. This book was released on 2012-11-01 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool—all driven by the preeminence of the brand. Chekitan S. Dev’s award-winning research has appeared in leading journals including Cornell Hospitality Quarterly, Journal of Marketing, and Harvard Business Review. He is the recipient of several major hospitality research and teaching awards. A former corporate executive with Oberoi Hotels & Resorts, he has served corporate, government, education, advisory, and private equity clients in more than forty countries as consultant, seminar leader, keynote speaker and expert witness. Hospitality Branding brings together the most important insights from the author’s many years of research and experience, all in a single, affordably priced volume (available in both print and eBook formats). Skillfully blending the knowledge of recent history, the wisdom of cutting-edge research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today’s competitive global business environment.
Author : Dogan Gursoy
Publisher : Taylor & Francis
ISBN 13 : 1000624854
Total Pages : 425 pages
Book Rating : 4.0/5 (6 download)
Download or read book Hospitality Marketing written by Dogan Gursoy and published by Taylor & Francis. This book was released on 2022-08-15 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry. The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the Internet has had on both marketing and hospitality, using a variety of tools including a wide range of Internet learning activities. This fourth edition has been updated to include: New content on social media marketing, user-generated content, group-buying behaviour, franchising, internationalization, non-predictable factors affecting sales and marketing such as COVID-19, the role of marketing in creating a competitive advantage and the role of events and experiences in marketing New extensive exploration of the role of technology in marketing including the use of artificial intelligence, service robots and the metaverse to develop and deliver service and/or to measure customer experience Updated online resources including a PowerPoint deck, a test bank of questions and added links to YouTube and Instagram content New/updated international case studies including many more from Asian and African destinations This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning.
Author : DR FEROZ KHAN
Publisher : Partridge Publishing Singapore
ISBN 13 : 148289405X
Total Pages : 189 pages
Book Rating : 4.4/5 (828 download)
Download or read book Dynamics of Marketing of Star Hotels, Products, & Services written by DR FEROZ KHAN and published by Partridge Publishing Singapore. This book was released on 2012-06-18 with total page 189 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Dynamics of Marketing of Star Hotels is a Scholarly work in the field of Tourism Administration in general and Hotel Marketing in particular. This research work is based on products services and marketing strategies in the field of Five Star Hotels. This Valuable Book contains Seven Chapters along with microscopic study of field work in the area of Hotel Management and Marketing of products of the same. Globalization has changed the profile of Hotel industry and it has brought New Trends in the competitive world of Travel and Tourism. Hence the researcher has developed new insight and new line of action in field of Tourism Marketing. He has been working on various aspects of Hospitality Industry since last 2 decades and the present book is an outcome of his hard work scholarship and minute observation of the changing hotel industry. The present book is very much useful for both new comers and senior management executives working in the field of hotel industry in 21st Century. This book is a unique contribution made by the scholar who is founder of many Travel Agencies. He is also working as advisor of many Star Hotels in Aurangabad. This is Hub of tourism industry in South Asia. The present book is extremely useful for scholars marketing persons and new entrants in the field of tourism.
Author : William Winston
Publisher : Routledge
ISBN 13 : 1136374590
Total Pages : 209 pages
Book Rating : 4.1/5 (363 download)
Download or read book How Consumers Pick a Hotel written by William Winston and published by Routledge. This book was released on 2013-05-13 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Venture through the pages of How Consumers Pick a Hotel to learn the steps of selecting a target and using consumer behavior applications to segment the market to reach your target. Much as a consumer goes through the process of selecting a satisfying hotel, you can choose to use the information provided to make your hospitality career relaxing and satisfying. When you finish this fantastic reading journey, you’ll be prepared to offer services that meet the public’s demands, and you’ll possess the prerequisite knowledge and skills for developing your own strategic approach to a target market. As the many methods of segmentation are discussed in detail, you will also learn effective strategies for communicating with multiple segments. Ideal as a supplementary text for marketing and hospitality marketing courses, How Consumers Pick a Hotel provides a concise overview of consumer behavior and intertwines marketing theory with sound ways in which to implement the theory. This will both orient you and give you a solid base for understanding the principles in question. You will quickly grasp the various methods of segmentation, and the book’s “real-life” segmentation schemes will teach you how to apply them in day-to-day business.As the many methods of segmentation are discussed in detail, you will learn effective strategies for communicating with multiple segments. In the end, you will have acquired the prerequisite knowledge and skills for developing your own strategic approach to a target market. How Consumers Pick a Hotel is suitable both as a reference guide for practicing marketing managers and hospitality professionals who specialize in marketing and as a companion text for graduates and undergraduates who need to know the ABCs of target marketing. You’ll turn to it again and again for guidance and practical, easy suggestions!
Author : Francis Buttle
Publisher : Taylor & Francis
ISBN 13 : 1317403495
Total Pages : 435 pages
Book Rating : 4.3/5 (174 download)
Download or read book Hospitality Marketing written by Francis Buttle and published by Taylor & Francis. This book was released on 2016-10-04 with total page 435 pages. Available in PDF, EPUB and Kindle. Book excerpt: This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course, it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasizes topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities. This 3rd Edition has been updated to include: Coverage of hot topics such as use of technology and social media, power of the consumer and effect on decision making, innovations in product design and packaging, ethical marketing and sustainability marketing Updated online resources including: power point slides, test bank of questions, web links and additional case studies New and updated international case studies looking at a broad range of hospitality settings such as restaurants, cafes and hotels New discussion questions to consolidate student learning at the end of each chapter.
Author : David Bowie
Publisher : Routledge
ISBN 13 : 1136398295
Total Pages : 363 pages
Book Rating : 4.1/5 (363 download)
Download or read book Hospitality Marketing written by David Bowie and published by Routledge. This book was released on 2007-03 with total page 363 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry.Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication.* DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour.* AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative.Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers.
Author : Robert Ebo Hinson
Publisher : CRC Press
ISBN 13 : 1040009921
Total Pages : 263 pages
Book Rating : 4.0/5 (4 download)
Download or read book Hospitality and Tourism Marketing written by Robert Ebo Hinson and published by CRC Press. This book was released on 2024-04-05 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hospitality and Tourism Marketing: Building Customer Driven Hospitality and Tourism Organizations is an absolutely crucial book in light of the world post COVID-19. Following the pandemic, big hotel chains like the Accor Group and Marriot closed outlets, but post COVID-19, the global hospitality and tourism sector is bouncing back. In bouncing back though, the pandemic brought to the fore the absolute need for high levels of customer centricity in a world that was gripped by fear. This new Hospitality and Tourism (H&T) Marketing book takes a customer-oriented approach to discussing marketing discipline in the global H&T sector. With chapters spanning topics like service characteristics of hospitality and tourism marketing, people management strategies for service businesses, consumer behaviour, designing and building brands, electronic marketing, internet marketing, database marketing, and direct marketing and relationship marketing, this book has the right balance of technology and consumer-oriented topics to provide the right balance for tourism marketing practitioners post pandemic.
Author : Allen Z. Reich
Publisher : John Wiley & Sons
ISBN 13 : 0471310123
Total Pages : 565 pages
Book Rating : 4.4/5 (713 download)
Download or read book Marketing Management for the Hospitality Industry written by Allen Z. Reich and published by John Wiley & Sons. This book was released on 1997-04-07 with total page 565 pages. Available in PDF, EPUB and Kindle. Book excerpt: The only advanced marketing textbook specifically focused on thehospitality industry . . . The time when you could run a hospitality business with nothingbut a friendly smile and a strong work ethic has passed. Dining,lodging, and entertaining habits are changing rapidly as theinformation age revolutionizes the world economy. More than ever,businesses must focus their marketing efforts on specific segmentswithin the market. Success in the hospitality industry demands thatyou develop the cutting-edge decision-making skills necessary foreffective strategic market management. Marketing Management for the Hospitality Industry providescomprehensive coverage of marketing from both long- and short-termperspectives. Each chapter is an actual component of an overallstrategic marketing model, and the book's easy-to-read, hands-onapproach simplifies complex material and enables you to graspdifficult concepts quickly and completely. Inside you'll find: * How-to's for planning long- and short-term marketingstrategies * Examples of successful marketing strategies * Specific techniques for analyzing markets * Strategic development and administrative aspects ofmarketing * Sample strategic marketing plans that clearly demonstrate howmarketing strategies are applied in both the lodging andfoodservice segments of the industry * Tips on integrating marketing strategy with overall businessstrategy * Numerous charts and tables that support the text and clarifydifficult points Whether you are a marketing manager, general manager of a hotelor restaurant, corporate manager, or a student eager to make yourmark on the industry, with this indispensable guide you willsharpen your competitive edge, reach the customers you need, andmake the most of every opportunity to help your business grow.
Author : Richard George
Publisher : Springer Nature
ISBN 13 : 3030641112
Total Pages : 509 pages
Book Rating : 4.0/5 (36 download)
Download or read book Marketing Tourism and Hospitality written by Richard George and published by Springer Nature. This book was released on 2021-05-08 with total page 509 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook explores the fundamental principles of marketing applied to tourism and hospitality businesses, placing special emphasis on SMEs in the international tourism industry. It includes examples from a wide range of destinations, from emerging markets to high-income countries. Taking a comprehensive approach, the book covers the whole spectrum of tourism and hospitality marketing including destination marketing, marketing research, consumer behaviour, and digital and social media marketing. Practical in focus, it gives students the tools, techniques, and underlying theory required to design and implement successful tourism marketing plans. Chapters contain in-depth case studies, including companies like Marine Dynamics Shark Tours (South Africa), Reality Tours & Travel (Mumbai, India), and Makeover Tours (Turkey). Thematic case studies include ‘Halal Tourism in Southeast Asia’, and ‘Marketing and Branding Rwanda’. These illustrate key concepts and theory, with definitions, key summaries, and discussion questions providing further insights. This textbook is ideal for undergraduate and postgraduate students looking for a comprehensive text with a practical orientation.
Author : Robert D. Reid
Publisher : Van Nostrand Reinhold Company
ISBN 13 :
Total Pages : 424 pages
Book Rating : 4.0/5 ( download)
Download or read book Hospitality Marketing Management written by Robert D. Reid and published by Van Nostrand Reinhold Company. This book was released on 1989 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Covers the major principles of marketing with a practical, applications oriented approach. This is a core marketing text specifically geared for the hospitality student. It covers the major principles of marketing with a practical, applications oriented approach, rather than traditional marketing texts found in the business programs that focus on a lot of theory. Includes coverage of tourism marketing Features new material on marketing technology and it's implications in the hospitality industry Offers international coverage Provides new, applications approach to the discipline of marketing
