Las ediciones anteriores se publicaron bajo el título: Marketing leadership in hospitality : foundations and practices / Robert C. Lewis and Richard E. Chambers, c2000.

Incluye referencias bibliográficas e índice

Introduction -- Introduction to hospitality marketing -- The concept of marketing -- Marketing services and the hospitality experience -- The marketing mix and the product/service mix -- Relationship/Loyalty marketing -- Marketing to build a competitive advantage -- Strategic marketing -- The strategic marketing system and marketing objectives -- The marketplace -- Understanding individual customers -- Understanding organizational customers -- The tourist customer and the tourism destination -- Situational analysis -- Understanding competition -- Marketing intelligence and research -- Functional strategies -- Differentiation, segmentation, and target marketing -- Branding and market positioning -- The hospitality pricing mix -- The communications mix : advertising -- The communications mix : sales promotions, merchandising, public relations and publicity -- The communications mix : personal selling -- Hospitality distribution systems : bringing the product to the customer -- Channels of distribution : bringing the customer to the product -- Interactive marketing : internet and database marketing

"How do you gain a sustainable competitive advantage in today's global hospitality industry? Are there ways to attract and keep a customer over the course of a lifetime? Marketing Leadership in Hospitality and Tourism, Fourth Edition addresses the marketing strategies and tactics known to be effective in the industry such as strategic pricing and revenue management, customer loyalty programs, proven communication mixes, and more! Each chapter explores how to market services and the hospitality experience from both an academic and industry point of view. Over sixty Case Studies, on CD-ROM included with each textbook, bring the material to life in real-world situations based on actual events. International examples, web exercises and intriguing interviews help students learn about marketing and also about the industry itself." -- P. Web editorial

Requerimientos del sistema para computadora con disco optico laser: PC con Windows 95, 98 o NT; Pentium II, 133 MHz o mayor; 32 MB en RAM; 50 MB de espacio libre en memoria en el disco duro; monitor 800 x 600 SVGA, 256-color, o, tarjeta gráfica de color (recomendada de 24-bits); CD-ROM de 4x; tarjeta de sonido de 8-bits; y mouse

PTSGH

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