Marketing in the Hospitality Industry – Fifth Edition (includes Exam Sheet)

00270TXT05ENGE

Ronald A. Nykiel, Ph.D., CHA, CHE

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CONTENTS

1. Understanding the Hospitality Industry

2. Market Segmentation and the Hospitality Industry

3. Positioning in Line with Consumer Preferences

4. The Channels of Distribution

5. Consumers and Marketing in Perspective

6. Applying Key Marketing Methodologies: Marketing Research

7. Applying Key Marketing Methodologies: Sales

8. Applying Key Marketing  Methodologies: Customer Service

9. Applying Key Marketing Methodologies: Advertising

10. Applying Key Marketing Methodologies: Public Relations

11. Applying Key Marketing Methodologies: Promotions

12. Applying Key Marketing Methodologies: Packaging

13. Applying Key Marketing Methodologies: Collateral Materials and Promotional Support

14. Technology and Marketing in Perspective

15. Applying Key Marketing Methodologies: Database Marketing

16. Applying Key Marketing Methodologies: Electronic Marketing

17. Applying Key Marketing Methodologies: Understanding Rates and Fares

18. Applying Key Marketing Methodologies: Pricing Strategies

19. Applying Key Marketing Methodologies: Revenue Maximization

20. Practical Ways to Maximize Marketing

21. The Marketing Budget

22. The Hotel/Unit Marketing Plan

23. The Corporate/Multi-Unit Marketing Plan

24. Marketing and the Law

25. Marketing, Research, Operations

26. The New Paradigm