Record details

• ISBN: 0131182404
• ISBN: 9780131182400
• Physical Description: xxv, 661 p. : col. ill., maps ; 28 cm.
• Edition: 4th ed.
• Publisher: Upper Saddle River, N.J. : Pearson, c2007.

Content descriptions

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.

Search for related items by subject

Subject:

Hospitality industry > Marketing.
Accueil (Tourisme)
Gestion hôtelière
Hôtels > Marketing.
Tourisme > Marketing.
Gastgewerbe.
Marketing.