For courses in Hospitality Marketing and/or Tourism. How do you gain a sustainable competitive advantage in today's global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? Marketing Leadership in Hospitality and Tourism, Fourth Edition addresses the marketing strategies and tactics known to be effective in the industry such as strategic pricing and revenue management, customer loyalty programs, proven communication mixes, and more! Each chapter explores how to market services and the hospitality experience from both an academic and industry point of view.
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Continuing the tradition of the first three editions, this new edition of Marketing Leadership in Hospitality and Tourism is truly a hospitality and tourism marketing text, not a marketing text with hospitality and tourism examples inserted. the authors bring to this text their experience and knowledge of the industry, gained through years of studying the discipline of marketing and working with hospitality and tourism executives around the world.
The book has been rewritten and enhanced to include not only the latest research in marketing theory, but current real-life examples of how hospitality and tourism entities use marketing to gain a competitive advantage. Its philosophy remains the same- that every person in a hospitality and tourism enterprise has responsibility for marketing.
Features of this new edition include:
For information about all Prentice hall Hospitality Management and culinary Arts titles, visit: www.prenhall.com/hospitalityAbout the Author:
Stowe Shoemaker is the Donald Hubbs Distinguished Professor and the Associate Dean of Research at the University of Houston's Conrad Hilton College of Hotel and Restaurant Management. Prior to moving to the University of Houston, Dr. Shoemaker taught at the University of Nevada, Las Vegas and has 15 years of experience working in the hotel industry and in consulting.
Robert C. Lewis was a professor of marketing and strategy in hospitality, and graduate coordinator at the University Of Guelph, Ontario, Canada, from which he is now retired. He previously served ten years in the same position at the University of Massachusetts/Amherst, where he is Professor Emeritus.
Peter C. Yesawich is Chairman and Chief Executive Officer of Yesawich, Pepperdine, Brown & Russell (YPB&R), America's leading marketing, advertising, and public relations agency serving travel, leisure, ad lifestyle clients. The agency represents clients in every category of the travel industry through seven offices across the US and Europe.
"About this title" may belong to another edition of this title.
Book Description Prentice Hall, 2006. Paperback. Book Condition: New. 4. Bookseller Inventory # DADAX0131182404
Book Description Prentice Hall. PAPERBACK. Book Condition: New. 0131182404 New. Looks like an interesting title! We provide domestic tracking upon request, provide personalized customer service and want you to have a great experience purchasing from us. 100% satisfaction guaranteed and thank you for your consideration. Bookseller Inventory # M-0131182404
Book Description Prentice Hall, 2006. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: Table of Contents I. Introduction Introduction to 4 th Edition 1 Quality 10 Efficiency 12 Customer Responsiveness 14 Innovation 15 Size 16 Chapter 1 The Concept of Marketing 24 Foundations and Practices 34 The Concept of Marketing 35 The Purpose of a Business 37 The Two-Fold Purpose of Marketing 39 Solving Customers' Problems 42 Management Orientations 55 Orientations in the Hospitality Industry 55 Operations Orientation 55 Product/Service Orientation 58 Selling orientation 61 Bottom Line Orientation 61 Marketing Orientation 69 Marketing Leadership 72 Opportunity 73 Planning 74 Control 75 Marketing is Everything 76 Summary 77 Discussion Questions 78 Group Projects 79 Chapter 2 Marketing Services and the Hospitality Experience 81 Services versus Goods 89 Why the Marketing of Services Is Different 91 Intangibility 91 The Customer 92 The Marketer 95 Perishability 98 The Customer 99 The Marketer 100 Heterogeneity 104 The Customer 105 The Marketer 106 Simultaneity of Production and Consumption 108 The Customer 109 The Marketer 110. Bookseller Inventory # ABE_book_new_0131182404
Book Description Pearson Education Heg USA. Paperback. Book Condition: New. Brand new book, ships fast from Brisbane bookseller. Marketing Leadership Hospitality Tourism (4th Ed.) by Lewis & Shoemaker. Published by Pearson Education Heg USA. Paperback or softback book. 688 pages. Bookseller Inventory # 9780131182400
Book Description Prentice Hall, 2006. Paperback. Book Condition: New. book. Bookseller Inventory # 0131182404
Book Description Prentice Hall, 2006. Paperback. Book Condition: Brand New. 4th edition. 662 pages. 10.50x8.00x1.25 inches. In Stock. Bookseller Inventory # zk0131182404