Cover -- Title Page -- Copyright -- Dedication -- Brief Contents -- Contents -- To the Student -- Preface -- About the Authors -- Part I. Defining Hospitality and Tourism Marketing and the Marketing Process -- 1. Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism -- Your Passport to Success -- Customer Orientation -- What Is Hospitality and Tourism Marketing? -- Marketing in the Hospitality and Travel Industries -- Importance of Marketing -- Tourism Marketing -- Definition of Marketing -- Marketing Highlight 1.1 How Four Seasons Hotels and Resorts delights its customers -- The Marketing Process -- Understanding the Marketplace and Customer Needs -- Customer Needs, Wants, and Demands -- Market Offerings: Tangible Products, Services, and Experiences -- Customer Value and Satisfaction -- Exchanges and Relationships -- Markets -- Designing Customer Value-Driven Marketing Strategy -- Selecting Customers to Serve -- Marketing Management Orientations -- Preparing an Integrated Marketing Plan and Program -- Managing Customer Relationships and Capturing Value -- Customer Relationship Management -- Customer Engagement and Today's Digital and Social Media -- Partner Relationship Management -- Capturing Value from Customers -- Customer Loyalty and Retention -- Growing Share of Customer -- Building Customer Equity -- The Changing Marketing Landscape -- The Digital Age: Online, Social Media, and Mobile Marketing -- Sustainable Marketing-the Call for More Environmental and Social Responsibility -- Rapid Globalization -- Co-Creation -- The Sharing Economy -- Welcome to Marketing: Your Passport to Becoming a Successful Manager -- Chapter Review -- In-Class Group Exercises -- Experiential Exercises -- References -- 2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism -- The Service Culture.

Characteristics of Service Marketing -- Intangibility -- Tangible Evidence -- Inseparability -- Variability -- Perishability -- The Service Profit Chain -- Management Strategies for Service Businesses -- Managing Service Differentiation -- Managing Service Quality -- Marketing Highlight 2.1 Service differentiation is harder to achieve, yet some manage through art -- Managing Service Productivity -- Resolving Customer Complaints -- Marketing Highlight 2.2 Recommendations for improving service quality -- Managing Employees as Part of the Product -- Managing Perceived Risk -- Managing Capacity and Demand -- Chapter Review -- In-Class Group Exercises -- Experiential Exercises -- References -- 3. Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships -- Nature of High-Performance Business -- Stakeholders -- Processes -- Resources -- Organization -- Corporate Strategic Planning: Defining Marketing's Role -- Defining the Corporate Mission -- Setting Company Objectives and Goals -- Designing the Business Portfolio -- Marketing Highlight 3.1 AccorHotels group: Marriage with onefinestay, a luxury vacation rental platform -- Planning Marketing: Partnering to Build Customer Relationships -- Partnering with Other Company Departments -- Partnering with Others in the Marketing System -- Marketing Strategy and the Marketing Mix -- Customer Value-Driven Marketing Strategy -- Developing an Integrated Marketing Mix -- Managing the Marketing Effort -- Marketing Analysis -- Goal Formulation -- Marketing Planning -- Implementation -- Feedback and Control -- Measuring and Managing Return on Marketing Investment -- Chapter Review -- In-Class Group Activities -- Experiential Exercises -- References -- Part II. Understanding the Marketplace and Customer Value -- 4. Analyzing the Marketing Environment -- The Company's Environment.

The Microenvironment -- The Company -- Existing Competitors -- Suppliers -- Marketing Intermediaries -- Customers -- Publics -- The Company's Macroenvironment -- Competitors -- Marketing Highlight 4.1 Go Tokyo-Making Tokyo the world's choice by destination digital marketing -- Demographic Environment -- The Changing American Family -- Economic Environment -- Natural Environment -- Technological Environment -- Political Environment -- Cultural Environment -- Responding to the Marketing Environment -- Environmental Scanning -- Chapter Review -- In-Class Group Activities -- Experiential Exercises -- References -- 5. Managing Customer Information to Gain Customer Insights -- Marketing Information and Customer Insights -- Marketing Information and Today's "big Data" -- Managing Marketing Information -- The Marketing Information System -- Assessing Information Needs -- Developing Marketing Information -- Marketing Research -- Defining the Problem and Research Objectives -- Developing the Research Plan -- Marketing Highlight 5.1 Ethnographic research: Watching what consumers really do -- Marketing Highlight 5.2 ZMET: Getting into the heads of consumer -- Marketing Highlight 5.3 Pros and cons of online research -- Marketing Highlight 5.4 A "questionable" questionnaire -- Implementing the Research Plan -- Interpreting and Reporting the Findings -- Marketing Highlight 5.5 Research problem areas -- Marketing Highlight 5.6 HSMAI's Knowledge Center: A great source of marketing information -- International Marketing Research -- Marketing Research in Smaller Organizations -- Chapter Review -- In-Class Group Activities -- Experiential Exercises -- References -- 6. Consumer Markets and Consumer Buying Behavior -- A Model of Consumer Behavior -- Personal Characteristics Affecting Consumer Behavior -- Cultural Factors -- Social Factors.

Marketing Highlight 6.1 Ayam Brand's social media influencer campaign -- Personal Factors -- Psychological Factors -- Marketing Highlight 6.2 Sensory marketing-A powerful tool for hospitality businesses -- The Buyer Decision Process -- Need Recognition -- Information Search -- Evaluation of Alternatives -- Purchase Decision -- Postpurchase Behavior -- Marketing Highlight 6.3 Unique aspects of hospitality and travel consumers -- Chapter Review -- In-Class Group Exercises -- Experiential Exercise -- References -- 7. Organizational Buyer Behavior -- The Organizational Buying Process -- Business Markets -- Market Structure and Demand -- Nature of the Buying Unit -- Types of Decisions and the Decision Process -- Participants in the Organizational Buying Process -- Major Influences on Organizational Buyers -- Organizational Buying Decisions -- 1. Problem Recognition -- 2. General Need Description -- 3. Product Specification -- 4. Supplier Search -- 5. Proposal Solicitations -- 6. Supplier Selection -- 7. Order-Routine Specification -- Marketing Highlight 7.1 Corporate procurement's involvement in purchasing meetings -- 8. Performance Review -- E-Procurement and Online Purchasing -- Business-to-Business Digital and Social Media Marketing -- Hospitality Group Markets -- Conventions -- Convention Bureaus -- Association Meetings -- Corporate Meetings -- Small Groups -- Incentive Travel -- SMERFs -- Marketing Highlight 7.2 Green meetings about Green Hospitality -- Segmentation of Group Markets by Purpose of the Meeting -- Restaurants as a Meeting Venue -- Dealing with Meeting Planners -- Chapter Review -- In-Class Group Exercises -- Experiential Exercise -- References -- 8. Customer-Driven Marketing Strategy: Creating Value for Target Customers -- Markets -- Market Segmentation -- Geographic Segmentation -- Demographic Segmentation.

Marketing Highlight 8.1 Children want pets, but parents don't -- Psychographic Segmentation -- Marketing Highlight 8.2 W Hotels: A lifestyle hotel -- Behavioral Segmentation -- Marketing Highlight 8.3 Euro Space Center: Targeting teachers and corporates -- Using Multiple Segmentation Bases -- Requirements for Effective Segmentation -- Market Targeting -- Evaluating Market Segments -- Selecting Market Segments -- Choosing a Market-Coverage Strategy -- Market Positioning -- Positioning Strategies -- Choosing and Implementing a Positioning Strategy -- Differentiating Competitive Advantages -- Choosing the Right Competitive Advantages -- Selecting an Overall Positioning Strategy -- Communicating and Delivering the Chosen Position -- Positioning Measurement: Perceptual Mapping -- Chapter Review -- In-Class Group Activities -- Experiential Exercise -- References -- Part III. Designing Customer Value-Driven Strategy and Mix -- 9. Designing and Managing Products and Brands: Building Customer Value -- What Is a Product? -- Product Levels -- Core Products -- Facilitating Products -- Supporting Products -- Augmented Product -- Branding Strategy -- Building Strong Brands -- Brand Equity and Brand Value -- Brand Positioning -- Brand Name Selection -- Leveraging Brands -- Brand Portfolios -- Marketing Highlight 9.1 Extending your brand to China: What name do you use? -- The New-Product Development -- Idea Generation -- Idea Screening -- Concept Development and Testing -- Marketing Strategy -- Business Analysis -- Product Development -- Test Marketing -- Commercialization -- Product Life-Cycle Strategies -- Introduction Stage -- Growth Stage -- Maturity Stage -- Decline Stage -- Product Deletion -- International Product and Service Marketing -- Chapter Review -- In-Class Group Exercises -- Experiential Exercises -- References -- 10. Internal Marketing.

Internal Marketing.

For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 6e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2026. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.