The goal of Marketing Essentials in Hospitality and Tourism is to provide the first-year student with an introduction to hospitality marketing and the basics of its many components. Easy to understand and filled with exercises and activities to engage and excite the reader about careers in hospitality marketing, this book illustrates the role of marketing by:
‧ Providing a clear definition of marketing
‧ Demonstrating through examples, interviews with industry professionals, case studies, and web exercises how hospitality marketing has moved beyond the 4 Ps of product marketing and the 7 Ps of services marketing to the 13 Cs of loyalty marketing
‧ Introducing the importance of strategy as part of the marketing function
‧ Describing how to understand the competition
‧ Providing a clear understanding of the different types of hospitality customers (individual, groups, tourism markets)
‧ Detailing the various functional strategies that hospitality businesses can use to build a competitive advantage
‧ Defining how to develop a marketing plan