Contemporary hospitality marketing : a service management approach /
William Lazer, Roger A. Layton.
- Lansing, Mich. : Educational Institute, American Hotel & Motel Association, c1999.
- xviii, 490 p. : ill. ; 23 cm.
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.