General Note:
Lewis's name appears first on the earlier edition.
Rev. ed. of: Marketing leadership in hospitality / Robert C. Lewis, Richard E. Chambers. New York : John Wiley, c2000.
Bibliography, etc. Note:
Includes bibliographical references and indexes.
Formatted Contents Note:
Ch. 1. concept of marketing -- Ch. 2. Marketing services and the hospitality experience -- Ch. 3. marketing mix and the product/service mix -- Ch. 4. Relationship/loyalty marketing -- Ch. 5. Strategic marketing -- Ch. 6. strategic marketing system and marketing objectives -- Ch. 7. Understanding individual customers -- Ch. 8. Understanding organizational customers -- Ch. 9. tourist customer and the tourism destination -- Ch. 10. Understanding competition -- Ch. 11. Marketing intelligence and research -- Ch. 12. Differentiation, segmentation, and target marketing -- Ch. 13. Branding and market positioning -- Ch. 14. hospitality pricing mix -- Ch. 15. communications mix : advertising -- Ch. 16. communications mix : sales promotions, merchandising, public relations and publicity -- Ch. 17. communications mix : personal selling -- Ch. 18. Hospitality distribution systems : bringing the product to the customer -- Ch. 19. Channels of distribution : bringing the customer to the product -- Ch. 20. Interactive marketing : Internet and database marketing -- Ch. 21. marketing plan.
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