Hallmark Features
Author expertise-makes this the definitive source for Hospitality Marketing.
· Translates the authors' rich industry and academic experience into what is know as “The bible of the field.”
An integrative approach-explains the role of marketing in the hospitality operation-focusing on the how and why of everyone's role in marketing.
· Shows students how each team member is involved in marketing-whether their primary role is general management, human resource management, food and beverage management, or front of the house or back of the house operations.
An international focus-reflects the global nature of the industry.
· Uses business and cultural examples from all over the world.
Coverage of more key topics-such as internal marketing, destination marketing and public relations.
· Gives students a professional advantage by exposing them to important aspects and nuances of state-of-the-art marketing.
Chapter on Electronic Marketing-see Chapter 16.
· Provides students with a solid overview of Internet marketing, database marketing and direct marketing.
Chapter-opening mini-cases-describe how an actual hospitality and travel company has successfully applied marketing.
· Helps students understand and remember the concepts presented in the chapter and how the material in the chapter relates to actual business situations.
Marketing Highlights, video cases, and real world industry examples.
· Features real people, real companies and concrete examples of theoretical content.
Experiential AND Internet-Related chapter ending exercises-challenge students to address real-world situations and consider appropriate methods of action.
· Experiential exercises require students to interact with the industry by visiting a business or analyzing a specific marketing aspect of a real business. Internet exercises familiarize students with resources available on the web.
Internet links-are referenced throughout the book's margins.
· Identifies Internet resources by an “e” in the margin and familiarizes readers with important industry sites.
Vivid full-color visuals-include lively photographs, drawings, and tables of hospitality businesses and advertisements.
· Maintains students' interest and shows marketing in action.