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Informationen zum Autor Robert D. Reid is Professor and former Dean of the College of Business at James Madison University, Harrisonburg, Virginia. David C. Bojanic is the Anheuser-Busch Foundation Professor of Tourism at the University of Texas at San Antonio, Texas. Klappentext Get off to a great start with Wiley Student Choice Give your students free access to the eText for 14 days and the choice to purchase the format they prefer, all at affordable prices available through www.WileyStudentChoice.com. Wiley Student Choice offers students: Immediate Access: The free 14-day trial of the eText ensures students have the right course materials right away. Choice: Wiley Student Choice offers students the option to rent or purchase an eText, or purchase a print book, all at affordable prices . A Better User Experience: With enhanced eText capabilities, students can search content, highlight, take and share notes, and study anytime, anywhere, and on the device of their choice. Help your students launch into learning today. Send them to www.WileyStudentChoice.com for a free trial and exceptionally affordable prices. Or contact your Wiley representative to learn more. www.WileyStudentChoice.com Inhaltsverzeichnis Preface Acknowledgments Chapter 1 Introduction to Hospitality Marketing Introduction The Marketing Mix Services Marketing Destionation Marketing Service Trends Affecting the Hospitality and Tourism Industry Case Study: Campus Center Hotel Case Study: Location, Location, Location? Chapter 2 The Marketing Environment and Sustainability Introduction The Marketing Environment Sustainable Development Managing for Sustainability Case Study: Arizona Hotel Resort and Spa Case Study: Bushwood Country Club Chapter 3 Understanding the Behavior of Hospitality Consumers Introduction Factors that Influence Consumer Behavior Consumer Decision-Making Model Consumer Problem-Solving Processes Consumer Problem-Solving Techniques Organizational Buyer Behavior Case Study: Spring Break Vacation Case Study: Tempura Garden Chapter 4 Market Segmentation and Positioning Introduction Segmentation Variables Market Segmentation Decisions Market Segmentation Strategies Positioning the Product-Service Mix Case Study: Destination Market Segments Case Study: Segmenting and Positioning in the Cruise Industry Chapter 5 Developing a Marketing Plan Introduction Marketing Plans The Marketing Planning Process Sales Forecasting Case Study: Kilts and Ale Case Study: Planning at the Westwind Resort Chapter 6 Information for Marketing Decisions Introduction Sources of Marketing Information The Marketing Research Process Destination Research Ethical Issues in Marketing Research Case Study: The Biggest Loser Resort Case Study: Bel Air Motel Appendix: Data Collection and Sampling Chapter 7 Pricing Strategy Introduction Factors that Affect Pricing Decisions Broad Pricing Strategies Pricing Techniques and Procedures Segmented Pricing Revenue Management Pricing Law and Ethics Case Study: Airline Pricing (Internet application) Case Study: The Pasta Shack Chapter 8 Developing New Products and Services Introduction Planning for New Products Organizing for New Product Planning New Product Development Process Identifying Products and Service...
