This textbook gives in depth and comprehensive coverage of key marketing principles applied to tourism and hospitality. Over 70 global case studies and vignettes colorfully illustrate how these concepts work in practice and demonstrate the diverse range of tourism and hospitality products on offer. Readers are also introduced to contemporary marketing issues such as internet marketing and branded entertainment.Tourism and Hospitality Marketing is accompanied by a website that offers lecturers answers to the discussion questions and exercises in the book, case study questions, a test bank, power point slides, and a list of additional teaching resources.
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool.
The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing.
Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.
Visit the Companion website at www.routledge.com/textbooks/9780415370974
One very important thing that you should know about the Internet marketing world is that this is a world that is undergoing constant development. The strides that this world has taken in recent times are nothing short of astounding. What began as a simple backup strategy for traditional forms of offline marketing back in the 80s has now blossomed into a full-fledged industry that has taken all the offline marketing methods under its wing. That is quite true; even the multinational corporations of the world rely more on their online marketing modes, and consider offline marketing only as a consolidation for its Internet-based counterpart. All this could not have happened without the rapid changes that have occurred in the Internet marketing world over the last two decades.
Convergence proposes the enhancement of the Internet with a novel, content-centric, publish-subscribe service model based on the versatile digital item (VDI): a common container for all kinds of digital content, including digital representations of real-world resources. VDIs will serve the needs of the future Internet, providing a homogeneous method for handling structured information, incorporating security and privacy mechanisms. CONVERGENCE subsumes the following areas of research:
Â· definition of the VDI as a new fundamental unit of distribution and transaction;
Â· content-centric networking functionality to complement or replace IP-address-based routing;
Â· security and privacy protection mechanisms;
Â· open-source middleware, including a community dictionary service to enable rich semantic searches;
Â· applications, tested under real-life conditions.
This book shows how CONVERGENCE allows publishing, searching and subscribing to any content. Creators can publish their content by wrapping it and its descriptions into a VDI, setting rights for other users to access this content, monitor its use, and communicate with people using it; they may even update or revoke content previously published. Access to content is more efficient, as search engines exploit VDI metadata for indexing, and the network uses the content name to ensure users always access the copy closest to them. Every node in the network is a content cache; handover is easy; multicast is natural; peer-to-peer is built-in; time/space-decoupling is possible. Application developers can exploit CONVERGENCE's middleware and network without having to resort to proprietary/ad hoc solutions for common/supporting functionality. Operators can use the network more efficiently, better controlling information transfer and related revenues flows. Network design, operation and management are simplified by integrating diverse functions and avoiding patches and stopgap solutions.
Whether as a text for graduate students working on the future of the Internet, or a resource for practitioners providing e-commerce or multimedia services, or scientists defining new technologies, CONVERGENCE will make a valuable contribution to the future shape of the Internet.
The only advanced marketing textbook specifically focused on the hospitality industry . . . <p>The time when you could run a hospitality business with nothing but a friendly smile and a strong work ethic has passed. Dining, lodging, and entertaining habits are changing rapidly as the information age revolutionizes the world economy. More than ever, businesses must focus their marketing efforts on specific segments within the market. Success in the hospitality industry demands that you develop the cutting-edge decision-making skills necessary for effective strategic market management. <p>Marketing Management for the Hospitality Industry provides comprehensive coverage of marketing from both long- and short-term perspectives. Each chapter is an actual component of an overall strategic marketing model, and the book's easy-to-read, hands-on approach simplifies complex material and enables you to grasp difficult concepts quickly and completely. <p>Inside you'll find: <ul><li>How-to's for planning long- and short-term marketing strategies <li>Examples of successful marketing strategies <li>Specific techniques for analyzing markets <li>Strategic development and administrative aspects of marketing <li>Sample strategic marketing plans that clearly demonstrate how marketing strategies are applied in both the lodging and foodservice segments of the industry <li>Tips on integrating marketing strategy with overall business strategy <li>Numerous charts and tables that support the text and clarify difficult points</ul> <p>Whether you are a marketing manager, general manager of a hotel or restaurant, corporate manager, or a student eager to make your mark on the industry, with this indispensable guide you will sharpen your competitive edge, reach the customers you need, and make the most of every opportunity to help your business grow.
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