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For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 7th Edition is the definitive source for hospitality marketing. Taking an integrative approach, this highly visual, four-colour book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the leading resource on hospitality and tourism marketing. The 7th Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Marketing for Hospitality and Tourism, Global Edition

• Title Page


• Copyright Page


• Brief Contents


• Contents


• To the Student


• Preface


• About the Authors


• Part I Understanding the Hospitality and Tourism Marketing Process


• 1 Introduction: Marketing for Hospitality and Tourism


• YOUR PASSPORT TO SUCCESS


• CUSTOMER ORIENTATION


• WHAT IS HOSPITALITY AND TOURISM MARKETING?


• MARKETING IN THE HOSPITALITY INDUSTRY


• Importance of Marketing


• Tourism Marketing


• Definition of Marketing


• The Marketing Process


• UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS


• Customer Needs, Wants, and Demands


• Market Offerings: Tangible Products, Services, and Experiences


• Customer Value and Satisfaction


• Exchanges and Relationships


• Markets


• DESIGNING CUSTOMER VALUE-DRIVEN MARKETING STRATEGY


• Selecting Customers to Serve


• MARKETING HIGHLIGHT: JET BLUE DELIGHTS ITS CUSTOMERS


• Marketing Management Orientations


• PREPARING AN INTEGRATED MARKETING PLAN


• BUILDING CUSTOMER RELATIONSHIPS


• Customer Relationship Management


• Engaging Customers


• Partner Relationship Management


• CAPTURING VALUE FROM CUSTOMERS


• Customer Loyalty and Retention


• Growing Share of Customer


• Building Customer Equity


• What Is Customer Equity?


• Building the Right Relationships with the Right Customers


• THE CHANGING MARKETING LANDSCAPE


• The Digital Age: Online, Mobile, and Social Media Marketing


• The Changing Economic Environment


• Rapid Globalization


• Sustainable Marketing?The Call for More Environmental and Social Responsibility


• Co-Creation


• The Sharing Economy


• MARKETING?S FUTURE