Marketing leadership in hospitality and tourism : Strategies and tactics for competitive advantage (4th Edition) - Softcover

Shoemaker, Stowe; Lewis, Robert C.; Yesawich, Peter C.

Softcover

ISBN 10: 0132447436 ISBN 13: 9780132447430

Publisher: Pearson College Div, 2006

Synopsis

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.

About this title

From the Back Cover

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:

 

• Interviews with senior executives and owners of hospitality and tourism enterprises
• Web-based exercises that allow the student to see how hospitality and tourism entities implement the topics discussed in class
• Specific highlighted examples of how tourist organizations use marketing to gain a competitive advantage
• International perspective of the hospitality and tourism industries

 

For information about all Prentice hall Hospitality Management and culinary Arts titles, visit:  www.prenhall.com/hospitality

About 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.

 

Edition details

• Publisher: Pearson College Div
• Publication date: 2006
• Language: English
• ISBN 10: 0132447436
• ISBN 13: 9780132447430
• Binding: Paperback
• Number of pages: 662