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Hospitality branding / Chekitan S. Dev.
- Format:
- Book
- Author/Creator:
- Dev, Chekitan S. (Chekitan Singh), 1959-
- Series:
- Cornell hospitality management best practices
- Language:
- English
- Subjects (All):
- Hospitality industry--Marketing.
- Hospitality industry.
- Branding (Marketing).
- Physical Description:
- 1 online resource
- Edition:
- 1st ed.
- Place of Publication:
- Ithaca : Cornell University Press, 2012.
- Language Note:
- English
- 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.Chekitan S. Dev's Hospitality Branding brings together the most important insights from the author's many years of research and experience, all in a single volume. Skillfully blending the knowledge of recent history, the wisdom of cutting-edge research, and promise of future trends, this book offers hospitality organizations the advice they need to survive and thrive in today's competitive global business environment.
- 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.
- Notes:
- Bibliographic Level Mode of Issuance: Monograph
- Includes bibliographical references and index.
- Description based on print version record.
- ISBN:
- 0-8014-6526-5
- 1-322-50336-2
- 0-8014-6570-2
- OCLC:
- 1013937954
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