HOSPITALITY MARKETING MANAGEMENT EDISI KEENAM BUKU KARYA DAVID C. BOJANIC

Buku Hospitality Marketing Management Edisi Keenam Buku Karya David C. Bojanic dan Robert D. Reid ini mengeksplorasi pemasaran dan tema yang unik untuk perhotelan dan pariwisata. Edisi keenam menyajikan banyak gagasan baru bersamaan dengan prinsip pemasaran yang mapan, mengeksplorasi tidak hanya fondasi pemasaran di dunia perhotelan namun juga tren baru di industri ini.

Buku Hospitality Marketing Management Edisi Keenam dicetak dalam format hardback dan memiliki 418 halaman. Dimensi buku 216 x 274 x 15mm dengan berat sebesar 666 gram. Pertama kali dipublikasikan pada tanggal 30 Desember 2016 oleh penerbit John Wiley & Sons, Inc., United States. Buku ini merupakan edisi revisi, menggunakan Bahasa Inggris dengan nomor ISBN10: 1118988957 dan ISBN13: 9781118988954.

Daftar Isi Buku Hospitality Marketing Management 6 Edition

Preface Acknowledgments

Chapter 1 Introduction to Hospitality Marketing 

Introduction The Marketing Mix Services
Marketing Destination
 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 Services Destination
Product Development
Case Study: Product Development Dilemma at Rocco’s
Case Study: The Development of Seasons 52

Chapter 9 Managing Products and Services 

Introduction Product Life Cycle
Developing Strategies using the Product Life Cycle
Resource Allocation Models and Applications
Managing in the Service Environment
Techniques to Assess Customer Satisfaction
Case Study: Starbucks Coffee
Case Study: Service Quality at the Excelsior Hotel

Chapter 10 Distribution and Supply Chain Management

Introduction Distribution Strategy Franchising
Case Study: Ice Cream Heaven
Case Study: The Wing Shack

Chapter 11 Electronic Commerce 

Introduction The Scope of Electronic Commerce
Electronic Commerce Strategy
Internet Strategies
Case Study 1: Hospitality and Tourism Web Site Analysis
Case Study 2: Electronic Commerce Strategy at Malone Golf Club
Appendix: Web Site Evaluation Sheet

Chapter 12 Integrated Marketing Communications 

Introduction
Managing the Promotional Mix
Managing the Advertising Function
Planning and Evaluating Advertising Campaigns
Criticisms of Advertising
Case Study: The Glen Pub
Case Study: Mr. C s Sandwich Shoppes

Chapter 13 Advertising and Social Media 

Introduction
Developing Media Plans
Print Media
Broadcast Media
Direct Mail Support Media
Social Media
Case Study: Social Media Use by Restaurants
Case Study: Advertising Decisions for the Alexandria Inn

Chapter 14 Sales Promotions and Public Relations 

Introduction
Sales Promotions Merchandising
Public Relations
Case Study: Restaurant Sales Promotions
Case Study: Promotion at Princess Suites

Chapter 15 Personal Selling 

Introduction
Selling to Group Markets
The Personal Selling Process
Personal Selling Tools
Ethical Issues in Personal Selling
Case Study: College Sports Team (Role Play)
Case Study: Atlantis Resort Glossary Index