| Description |
1 online resource. |
|
text file PDF |
| Series |
Cornell hospitality management best practices
|
|
Cornell hospitality management.
|
| Bibliography |
Includes bibliographical references (pages 169-179). |
| Contents |
Hospitality marketing and branding : past and future -- Contemporary branding challenges -- Branding and the Internet -- Case study : Carnival Cruise Lines -- Global brand expansion -- Branding beyond borders -- Brand strategies -- Case study : Ritz-Carlton Bali -- Assessing brand equity -- Brand positioning -- Brand extensions and customer loyalty -- Case study : Taj hotels, resorts, and palaces -- Managing marketing relationships -- Franchising your brand -- Brand partnerships -- Case study : Groupon. |
| Summary |
In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has it become the chief means of attracting customers, it has, more broadly, become the chief organizing principle for most hospitality organizations. The never-ending quest for market share follows trend after trend, from offering ever more elaborate and sophisticated amenities to the use of social media as a marketing tool-all driven by the preeminence of the brand. This work brings together the most important insights from hospitality branding research and experience. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Language |
In English. |
| Subject |
Hospitality industry -- Marketing.
|
|
Hospitality industry -- Marketing. |
|
Branding (Marketing)
|
|
Branding (Marketing) |
| Genre/Form |
Electronic books.
|
|
Electronic book.
|
| Other Form: |
Print version: Hospitality branding Ithaca ; London : Cornell University Press, 2012. 9780801478192 (DLC) 2012024820 |
| ISBN |
9780801478192 paperback : alkaline paper |
|
9780801452031 cloth |
|
9780801465260 ebook |
|
0801465265 |
|
9780801465703 (e-book) |
|
0801465702 (electronic book) |
|
9780801465703 |
|
0801478197 (paperback ; alkaline paper) |
|
0801452031 (cloth) |
|
1322503362 |
|
9781322503363 |
| Standard No. |
10.7591/9780801465703 |
|
