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Hospitality branding / Chekitan S. Dev.

By: Material type: TextTextPublication details: Ithaca ; London : Cornell University Press, 2012.Description: ix, 179 p. ; 21 cmISBN:
  • 9780801478192 (pbk. : alk. paper)
  • 9780801452031 (cloth)
Subject(s): DDC classification:
  • 338.4 DEV
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan Moylish Library Main Collection 338.4 DEV (Browse shelf(Opens below)) 1 Available 39002100409078

Enhanced descriptions from Syndetics:

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 award-winning research has appeared in leading journals including Cornell Hospitality Quarterly , Journal of Marketing , and Harvard Business Review . He is the recipient of several major hospitality research and teaching awards. A former corporate executive with Oberoi Hotels & Resorts, he has served corporate, government, education, advisory, and private equity clients in more than forty countries as consultant, seminar leader, keynote speaker and expert witness. Hospitality Branding brings together the most important insights from the author's many years of research and experience, all in a single, affordably priced volume (available in both print and eBook formats). 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.

Includes bibliographical references (p. 169-179).

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.

Table of contents provided by Syndetics

  • Preface (p. vii)
  • Part I The Hospitality Brandscape
  • Chapter 1 Hospitality Marketing and Branding: Past and Future (p. 3)
  • Chapter 2 Branding Challenges and Opportunities (p. 13)
  • Chapter 3 Branding and the Internet (p. 21)
  • Case Study I Carnival Cruise Lines (p. 30)
  • Part II Global Branding
  • Chapter 4 Global Brand Expansion (p. 41)
  • Chapter 5 Branding beyond Borders (p. 51)
  • Chapter 6 Brand Strategies (p. 63)
  • Case Study II Ritz-Carlton Bali (p. 72)
  • Part III Strategic Branding
  • Chapter 7 Brand Equity (p. 83)
  • Chapter 8 Brand Positioning (p. 93)
  • Chapter 9 Brand Extensions and Customer Loyalty (p. 102)
  • Case Study III Taj Hotels, Resorts, and Palaces (p. 112)
  • Part IV Branding Execution
  • Chapter 10 Managing Marketing and Branding Relationships (p. 123)
  • Chapter 11 Brand Franchising (p. 134)
  • Chapter 12 Brand Partnerships (p. 143)
  • Case Study IV Groupon (p. 154)
  • Acknowledgments (p. 165)
  • Bibliography (p. 169)

Author notes provided by Syndetics

Chekitan S. Dev is Associate Professor of Strategic Marketing and Brand Management at the Cornell University School of Hotel Administration. His award-winning research has appeared in leading journals including Cornell Hospitality Quarterly, Journal of Marketing, and Harvard Business Review. He is the recipient of several major hospitality research and teaching awards. A former corporate executive with Oberoi Hotels Resorts, he has served corporate, government, education, advisory, and private equity clients in more than forty countries as a consultant, seminar leader, keynote speaker and expert witness.

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