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Hospitality and Travel Marketing
Fully revised and updated for its fifth edition, Hospitality and Travel Marketing provides students with an international and systematic approach to hospitality and travel marketing structured around planning, research, implementation, control, and evaluation. Written in a user-friendly style and structured in a logical and organized manner to aid learning, students benefit from the ease of communication, practical nature, and excellent use of relevant and up-to-date cases.The author's global experience in the industry is emphasized through content on hospitality and travel marketing and other parts of tourism, along with a plethora of timely and relevant ‘real-life’ case examples from around the world. This new fifth edition is positioned as a post-COVID-19 text, reflecting the new realities of marketing after the pandemic, and has been updated to reflect these current trends in the field, including e-marketing, mobile marketing, societal marketing, and destination branding.It specifically has been updated by:• Including three new technology chapters on e-marketing, marketing on social media platforms, electronic customer relationship management (eCRM), and customer co-creation in marketing• A new chapter on social responsibility, societal and social marketing• New content on the new realities of the post-COVID era and the increasing competitiveness in hospitality and travel, greater emphasis on branding, disruptive technologies, consumer control, marketing and generations, uses of user-generated content, and globalization• New global case studies throughout with reflective questions to use in class or for self-study• New marketing and e-marketing mini cases throughout the book• New and updated additional resources to aid understanding and teaching, including PowerPoint slidesThis international, accessible, and comprehensive whole-industry textbook, written by a world-renowned author and industry expert, is an invaluable study companion for students of hospitality and travel marketing.
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Sustainable Marketing of Transformative Heritage Tourism
This book proposes that sustainable marketing should be founded on a higher level of consciousness, governed by the Eastern ethical principles of dharma and karma.It suggests a socially responsible, integrated marketing strategy to boost transformational heritage tourism. The book puts forward a framework to promote and inspire transformative heritage tourism from a sustainable marketing perspective.Drawing on examples from different parts of the world such as Thailand, China, the USA, India, Australia, the United Kingdom, Spain, and Hong Kong, it takes a unique approach by integrating elements associated with distributive justice, procedural justice, morally motivated existentialist authentic experiences and the well-being of visited and visiting environments.The book pivots on the planning and marketing of heritage of communities such as local, descendent and indigenous across eight broad themes: (1) promotion and sustainable branding of heritage tourism; (2) empowerment of indigenous communities; (3) authenticity and conservation of heritage; (4) safeguarding of art, culture and cultural landscapes; (5) economic viability for the host communities; (6) interpretation and resolution of dissonant heritage representations; (7) stimulating audience engagement and co-created mindful spaces and; (8) facilitating moral consciousness and stimulating lasting inner transformation in guests and hosts.Scholars can replicate and/or test the proposed guided sustainable marketing model, referred to as the transformative heritage tourism pathway, which is adapted from a) the needs, activities and well-being sequential path of transformation and, b) the socially responsible sustainable marketing doctrine guided by the principles of 'dharma' and 'karma'.This book is unique as it stresses eudaimonia as the ultimate goal of well-being and argues that its pursuit can steer the sustained transformation route toward a higher sense of consciousness and responsible production and consumption of heritage resources. In summary, this book contributes toward advancing the dialogue on sustainable marketing and transformative heritage tourism.It will appeal to researchers, undergraduates and practitioners interested in sustainable marketing, transformative heritage tourism and social, ecological, cultural and economic welfare of visited and visiting destinations.
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Marketing Accountability for Marketing and Non-Marketing Outcomes
This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and quality of life.Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions.Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers.The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society. Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour
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Marketing
How does Google support organizations in their transformation to digital marketing?How does the International Food Waste Coalition influence more sustainable behaviour?How did a producer of Thai herbal toothpaste amend their marketing mix to maintain sales during COVID-19?With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing answers these questions and more to provide students with the skills they need to successfully engage with marketing across all areas of society. Founded on rigorous research, this critical text presents a current, complete guide to marketing success and explores topical issues such as sustainability and digital transformation.Its broadest ever range of examples, Practitioner Insights and Market Insights also give readers a unique view into the fascinating worlds of marketing professionals.Individuals from Arch Creative, Klarna, eDreams Odigeo and Watson Farley & Williams are just a few of the practitioners that join the authors to offer real-life insights and career advice to those starting out in the industry. Review and discussion questions conclude each chapter, prompting readers to examine the themes discussed in more detail, and encouraging them to engage critically with the theory.New critical thinking questions also accompany the links to seminal papers throughout each chapter, presenting the opportunity for students to take their learning further. An exciting development for this new edition, the enhanced e-book offers an even more flexible and engaging way to learn.It features a select range of embedded, digital resources designed to stimulate, assess, and consolidate learning, including practitioner videos to offer further glimpses into the professional world, multiple-choice questions after each key section of the chapter to offer regular revison and understanding checkpoints, and a flashcard glossary at the end of each chapter to test retention of key terms and concepts.Marketing is the complete package for any introductory marketing module. This book is accompanied by the following online resources. For everyone:Bank of case studiesPractitioner insight videosCareer insight videosLibrary of video linksFor students:Key concept videosAuthor audio podcastsMultiple-choice questionsFlashcard glossaryInternet activitiesResearch insightsWeb linksFor lecturers:PowerPoint slidesTest bankEssay questionsTutorial activitiesDiscussion question pointersFigures and tables from the book
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Marketing For Life? : Marketing For Life?
Marketing For Life? is a reality book on true marketing skills, techniques, and a real life version of the beginning and ending stages of marketing a product.
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Critical Marketing : Issues in Contemporary Marketing
Critical Marketing, edited by Tadajewski and Brownlie, brings together both the historical context and recent developments in critical marketing in a single concise text which includes seminal journal articles by leading experts. Critical Marketing is publishing at a time when there is an increasing emphasis on the need to view marketing practice in its wider political, cultural and social context and the desirability of studying the impact of marketing from multiple perspectives. Critical Marketing is essential reading for students and scholars in marketing, consumer research, cultural studies, sociology and psychology.
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Relationship Marketing : Exploring Relational Strategies in Marketing
Relationship Marketing comprehensively examines relationships in marketing and how these influence modern marketing strategy and practice, by critically reviewing and analysing what has been described as 'marketing's new paradigm'. Established as the key text in the area, the fourth edition continues to offer an accessible and authoritative introduction to this increasingly important subject.It retains its informed coverage of the most recent and important literature, as well as clearly organising and structuring the book around its core themes. The new edition includes a wide range of examples to illuminate the real world relevance of concepts.In addition, overviews and summaries add clarity and help consolidate understanding. A complete package of supplements is available to assist students and instructors in using this book.Visit www.pearsoned.co.uk/egan to find an Instructor’s Manual, PowerPoint slides, and links to other useful sites. This book is ideal for undergraduates and postgraduates taking modules in Relationship Marketing, Customer Services, and Marketing Communications.It is core reading for the CIM Level 4 module on ‘Stakeholder Marketing’.
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Hotel-Marketing : Strategien — Marketing-Mix — Planung — Kontrolle
Das Buch liefert eine an den speziellen Erfordernissen der Hotellerie orientierte Marketing-Konzeption.Die 2. Auflage wurde u.a. um Aspekte der Preispolitik, des Beschwerdemanagements und der Kundenzufriedenheitsmessung erganzt.
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