Hospitality and Tourism Marketing
Building Customer Driven Hospitality and Tourism Organizations
- 374 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Hospitality and Tourism Marketing
Building Customer Driven Hospitality and Tourism Organizations
About this book
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.
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Information
Table of contents
- Cover
- Half-Title
- Title
- Copyright
- Contents
- Preface
- Author Profiles
- 1 Understanding Marketing
- 2 Marketing for Hospitality and Tourism
- 3 Service Characteristics of Hospitality and Tourism Marketing
- 4 People Management Strategies for Service Businesses
- 5 The Role of Marketing in Strategic Planning
- 6 Business Strategy Planning
- 7 Marketing Information Systems and Marketing Research
- 8 Consumer Behaviour
- 9 Organisational Buyer Behaviour
- 10 Market Segmentation
- 11 Market Targeting and Positioning
- 12 Designing and Building Brands
- 13 New Product Developement
- 14 The Product Life Cycle
- 15 Pricing Products: Pricing Considerations, Approaches, and Strategy
- 16 Distribution Channels
- 17 Promoting Products: Communication and Promotion Policy and Advertising
- 18 Promoting Products: Public Relations and Sales Promotion
- 19 Promoting Products: Drawing the Marketing Communications Plan
- 20 Professional Sales
- 21 Internal Marketing
- 22 Building Customer Loyalty through Quality
- 23 Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing
- 24 Relationship Marketing
- 25 Destination Marketing
- 26 Segmenting and Monitoring the Tourist Market
- 27 Tourism Promotion Strategies and Investments
- 28 Developing Tourism and Hospitality Marketing Plans
- Index