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Contemporary hospitality marketing : a service management approach / William Lazer, Roger A. Layton.

By: Lazer, William.
Contributor(s): Layton, Roger A | American Hotel & Motel Association. Educational Institute.
Publisher: Lansing, Mich. : Educational Institute, American Hotel & Motel Association, c1999Description: xviii, 490 p. : ill. ; 23 cm.ISBN: 0866121587.Subject(s): Hospitality industry -- MarketingDDC classification: 647.940688
Contents:
Preface - About the authors -- Part 1 Marketing in the Hospitality setting - 1. Marketing's role in hospitality management - 2. Service: the centerpiece of hospitality marketing - 3. Hospitality marketing strategies - 4. Strategic hospitality marketing planning -- Part II Guests: The focus of Hospitality marketing - 5. Individual guest behavior - 6. Business guest behavior - 7. Guests of tomorrow - 8. Segmenting and targeting markets -- Part III Managing the Hospitality marketing mix - 9. Marketing data and information systems - 10. Product / service mix : the offer - 11. Distribution mix: Hospitality networks - 12. Pricing mix: Strategies and tactics - 13. Communications mix : Advertising and public relations - 14. Communications mix: Selling merchandising and promotion -- Part IV Achieving hospitality marketing leadership - 15. The service challenge: Managing moments of truth - 16. Energizing hospitality marketing: entrepreneurship, creativity and innovation - 17. Hospitality marketing: future perspectives -- Appendix: Marketing case studies - Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 21 , Side 2, TierNo 4, BayNo 6

 647.940688 LAZ (Browse shelf) 1 Available SHTEx,70002,03,AD 5000034794

Includes bibliographical references and index.

Preface - About the authors -- Part 1 Marketing in the Hospitality setting - 1. Marketing's role in hospitality management - 2. Service: the centerpiece of hospitality marketing - 3. Hospitality marketing strategies - 4. Strategic hospitality marketing planning -- Part II Guests: The focus of Hospitality marketing - 5. Individual guest behavior - 6. Business guest behavior - 7. Guests of tomorrow - 8. Segmenting and targeting markets -- Part III Managing the Hospitality marketing mix - 9. Marketing data and information systems - 10. Product / service mix : the offer - 11. Distribution mix: Hospitality networks - 12. Pricing mix: Strategies and tactics - 13. Communications mix : Advertising and public relations - 14. Communications mix: Selling merchandising and promotion -- Part IV Achieving hospitality marketing leadership - 15. The service challenge: Managing moments of truth - 16. Energizing hospitality marketing: entrepreneurship, creativity and innovation - 17. Hospitality marketing: future perspectives -- Appendix: Marketing case studies - Index.