In today's highly-competitive hospitality market, it is essential to have an understanding of sales and marketing. This textbook goes beyond theory to focus on a customer-oriented and practical approach for effectively marketing hotels and restaurants. The book explores the "four Ps" (price, product, promotion, and place) as they relate to specific market segments, providing a customer-focused perspective. Illustrations and exhibits include industry examples (forms, checklists, advertisements, etc.) that are used by today's industry leaders to effectively market their properties.
The sixth edition provides the latest information on trends shaping the lodging and food service industries, including technology and social media, marketing to Millennials, sustainability, and the "farm-to-fork" movement. Most of the "Insider Insights" that open each chapter are new to this edition. There are new sections on distribution, revenue management, and customer relationship management; updated profiles of frequent business travelers; and a new section on "wellness devotees" in the "Other Special Marketing Segments" section.
- Includes scan sheet for AHLEI-graded final exam for academic certificate of completion for students enrolled in a school program.
- To be eligible to take the final exam and earn a certificate of completion for this course, you must be enrolled at a school. Students MUST purchase their textbooks or online exams through the online store.
Author: James R. Abbey, Ph.D., CHA, University of Nevada, Las Vegas
©2014, 14 Chapters, Softbound