Hospitality and Travel Marketing (Paperback, 5 ed)

List of figures Preface Systematic sequence of book Guided tour Case Matrix Acknowledgements Part I Introduction to marketing. What is marketing? Chapter 1 Marketing in the contemporary world ExcelCase: Chapter 1: The Walt Disney Company: Exemplifying marketing orientation Chapter 2 The hospitality and travel marketing system ExcelCase: Chapter 2: It’s almost as good as being there: Virtual reality in travel Chapter 3 Societal marketing, social responsibility and social marketing ExcelCase: Chapter 3: Ben & Jerry’s: A company built on social responsibility Part II Planning: Research and analysis. Where are we now? Chapter 4 Customer behavior ExcelCase: Chapter 4: Jollibee Foods: Knowing your customers better than competitors Chapter 5 Market and marketing research ExcelCase: Chapter 5: Destination Canada: Masters of research in tourism Chapter 6 Analyzing marketing opportunities ExcelCase: Chapter 6: DoorDash: Spotting profitable niches Part III Planning: Marketing strategy and planning. Where would we like to be? Chapter 7 Marketing strategy: Market segmentation and trends ExcelCase: Chapter 7: Contiki: Youthful segmentation pays off Chapter 8 Marketing strategy: Positioning, image, branding, and alternative strategies Debonairs Pizza: Slicing up the market in Africa and the UAE Chapter 9 The marketing plan and the 8 Ps ExcelCase: Chapter 9: Newport Beach and Company: Newport Beach and Company Destination Business Plan Part IV Implementing the marketing plan. How do we get there? Chapter 10 Product development and partnerships ExcelCase: Chapter 10: Accor: Innovation in accommodation Chapter 11 People: Services and service quality ExcelCase: Chapter 11: The Ritz-Carlton Hotel Company: Service standards set in gold Chapter 12 Packaging and programming ExcelCase: Chapter 12: Club Med: Legendary packaging and programming Chapter 13 Place: Online and offline distribution ExcelCase: Chapter 13: Airbnb: Living like a local Chapter 14 Promotion: Integrated marketing communications ExcelCase: Chapter 14: Nando’s: Spicey flavored IMC Chapter 15: Promotion: Information communication technologies and e-marketing ExcelCase: Chapter 15: Expedia: Travel as a force for good Chapter 16 Promotion: Marketing on social media platforms ExcelCase: Chapter 16: Tourism Australia: Social media wonder down under Chapter 17 Promotion: eCRM and co-creation in marketing ExcelCase: Chapter 17: Hotel loyalty programs: Plastic loyalty or true devotion? Chapter 18 Promotion: Advertising, sales promotion and merchandising, personal selling, and public relations ExcelCase: Chapter 18: Red Rooster: Calling you to dine Chapter 19: Pricing, value, and yield ExcelCase: Chapter 19: AirAsia: Ranking high in the skies Part V Controlling and evaluating the plan. How do we make sure we get there? How do we know if we got there? Chapter 20 Marketing performance measurement ExcelCase: Chapter 20: TUI: KPIs at TUI Glossary Index