Hospitality Branding /

Mostrar otras versiones (2)

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...

Descripción completa

Detalles Bibliográficos
Autor principal: Dev, Chekitan S. (Chekitan Singh), 1959- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Ithaca : Cornell University Press, 2012.
Colección:Book collections on Project MUSE.
Temas:
Hospitality industry > Marketing.
Branding (Marketing)
BUSINESS & ECONOMICS > Industries > General.
BUSINESS & ECONOMICS > Industries > Hospitality, Travel & Tourism.
branding.
Strategie de marque.
Electronic book.
Electronic books.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

Ejemplares similares