
Marketing in the Hospitality Industry – Fifth Edition (includes Exam Sheet)
00270TXT05ENGE
Ronald A. Nykiel, Ph.D., CHA, CHE
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CONTENTS
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Understanding the Hospitality Industry
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Market Segmentation and the Hospitality Industry
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Positioning in Line with Consumer Preferences
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The Channels of Distribution
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Consumers and Marketing in Perspective
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Applying Key Marketing Methodologies: Marketing Research
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Applying Key Marketing Methodologies: Sales
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Applying Key Marketing Methodologies: Customer Service
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Applying Key Marketing Methodologies: Advertising
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Applying Key Marketing Methodologies: Public Relations
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Applying Key Marketing Methodologies: Promotions
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Applying Key Marketing Methodologies: Packaging
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Applying Key Marketing Methodologies: Collateral Materials and Promotional Support
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Technology and Marketing in Perspective
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Applying Key Marketing Methodologies: Database Marketing
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Applying Key Marketing Methodologies: Electronic Marketing
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Applying Key Marketing Methodologies: Understanding Rates and Fares
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Applying Key Marketing Methodologies: Pricing Strategies
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Applying Key Marketing Methodologies: Revenue Maximization
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Practical Ways to Maximize Marketing
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The Marketing Budget
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The Hotel/Unit Marketing Plan
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The Corporate/Multi-Unit Marketing Plan
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Marketing and the Law
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Marketing, Research, Operations
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The New Paradigm