About the book:

This book discusses all aspects of hotel marketing. It elaborates on the hotel customer, the marketing mix (product, price, place, promotion), and the marketing process (marketing analysis, segmentation, targeting, positioning). Special attention is paid to quality management and revenue management in accommodation establishments. The book also discusses the advantages and disadvantages of various types of affiliation to hotel chains.

Table of contents:

Chapter 1: Introduction to hotel marketing

Chapter 2: Information provision of hotel marketing activities

Chapter 3: Marketing analysis

Chapter 4: Consumer behaviour

Chapter 5: Corporate customers

Chapter 6: Segmentation, targeting, and positioning

Chapter 7: Product

Chapter 8: Price

Chapter 9: Distribution

Chapter 10: Integrated marketing communications

Chapter 11: Relationship marketing

Chapter 12: Quality management

Chapter 13: Revenue management

Chapter 14: Hotel chains