发帖
雷达卡
What’s New in the Seventh Edition
The 7th edition of Marketing for Hospitality and Tourism is a landmark entry in the long successful history of
the market leader. With the 7th edition, great care was taken to provide an introductory guide to hospitality and
tourism marketing that truly reflects the modern realities of marketing. We’ve thoroughly revised the seventh edition
of Marketing for Hospitality and Tourism to reflect the major trends and forces impacting marketing in this
digital age of customer value, engagement, and relationships.
• More than any other developments, sweeping new online, social media, mobile, and the internationalization
of tourism are affecting how marketers, brands, and customers engage each other. User generated content
on social media can make or break a restaurant, while at the same time providing a useful source of customer
information. The seventh edition features new and revised discussions and examples of the explosive impact
of exciting new digital marketing technologies shaping marketing strategy and practice- from online, mobile,
and social media engagement technologies discussed through the text including chapters 1, 4, 5, 6, 11,
12, 13, 16 and 17. With chapter 16 having been completely rewritten and now includes social media
and mobile marketing in the title to highlight the importance of these concepts.
• One point of differentiation of the text is it has an international focus. The seventh edition provides
new discussions and examples of the growth in global marketing. As the world becomes a smaller,
more competitive place, marketers face new global marketing challenges and opportunities, especially in
fast-growing emerging markets such as China, India, the Middle East, Eastern Europe and Southeast Asia. In
the first chapter we discuss the growing internationalization of the tourism business. To help your
students understand the importance of the global aspect of tourism we include international examples
and illustrations throughout the text. Chapter 9 now includes expanded coverage of branding
practices in hospitality on global level and gives examples of generational and lifestyle brands. In
Chapter 17 new sections on branding tourist destinations and tourism competitiveness have been
added to help students understand how to compete in a global market. The cases include multinational
companies and businesses outside of North America. This international approach makes the
text relevant to students outside of North American, while showing North American students they
can find a truly rewarding career in the area of international business.
• The distribution channels for hotels are ever changing. Meta-search engines such as TripAdvisor are now
selling hotel rooms. Priceline and other online travel agencies (OTAs) are highly profitable, giving Priceline
a market capitalization that is three times larger than Marriott. OTAs have developed their own loyalty program
to compete with brand loyalty programs. The changing role of distribution systems in the hospitality
industry is discussed in Chapters 1 and 12.
• Other emerging trends changing hospitality and tourism marketing include the sharing economy, crowdsourcing,
live-like-a-local, sustainable marketing and corporate social responsibility. These concepts are
introduced in Chapter 1. Chapter 17 includes a discussion of managing the tourist experience through the
cocreation of the visitor experience and providing live-like-a local experiences. Chapters 3, 4, 7 and 17
discuss
sustainable marketing and social responsibility.
• This edition also recognizes the role of non-profit organizations in Tourism and Hospitality. This is demonstrated
in Chapter opening vignettes for Chapter 4 and 14 and a Marketing Highlight in chapter 14.
The seventh edition provides revised and expanded coverage of developments in the fast-changing area of
integrated marketing communications. It tells how marketers are blending traditional media with new
digital and social media tools- everything from Internet and mobile marketing to social media- to create
more targeted, personal, and engaging customer relationships. Marketers are no longer simply creating
integrated promotion programs; they are practicing content marketing in paid, owned, earned, and shared
media. No other hospitality and tourism marketing text provides more current or encompassing coverage of
these exciting developments.
• The seventh edition continues to improve on its innovative learning design that has made it the market
leader. The text’s active and integrative presentation includes learning enhancements such as annotated
chapter-opening stories, a chapter-opening objective outline, and marketing highlights that provide
industry examples of the marketing concepts discussed in the chapter. Figures and Tables illustrate concepts
presented in the text, while definitions of key terms are found in the margins as well as a comprehensive
glossary at the end of the text, providing students with a knowledge of vocabulary used in the
industry. Each chapter ends with a summary outline, discussion questions, experiential exercises and
Internet exercises. The book also contains a collection of case studies covering all the chapters in the
text. This innovative learning design facilitates student understanding and eases learning.
Philip Kotler
John Bowen
James Makens
Seyhmus Baloglu
MarketingforHospitalityandTourism(7thEdition)(GlobalEdition).pdf
(26.73 MB, 需要: 50 个论坛币)
京公网安备 11010802022788号
