Description
Book SynopsisSkillfully blending the knowledge of recent history, the wisdom of new 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.
Trade Review"Chekitan Dev's book is an interesting and invigorating read on trends in the hospitality industry. It gives great insights on branding—a must-read for marketing professionals." -- Veer Vijay Singh, Chief Operating Officer, Vivanta by Taj-Hotels & Resorts
"This book is an excellent insight into the multifaceted and fascinating world of branding in services and hospitality in particular, which is at once educational and also an excellent handbook for professionals." -- Nakul Anand, Executive Director, ITC Ltd.
Table of ContentsPreface
Part I. The Hospitality Brandscape
Chapter 1. Hospitality Marketing and Branding: Past and Future
Chapter 2. Branding Challenges and Opportunities
Chapter 3. Branding and the Internet
Case Study I. Carnival Cruise Lines
Part II. Global Branding
Chapter 4. Global Brand Expansion
Chapter 5. Branding beyond Borders
Chapter 6. Brand Strategies
Case Study II. Ritz-Carlton Bali
Part III. Strategic Branding
Chapter 7. Brand Equity
Chapter 8. Brand Positioning
Chapter 9. Brand Extensions and Customer Loyalty
Case Study III. Taj Hotels, Resorts, and Palaces
Part IV. Branding Execution
Chapter 10. Managing Marketing and Branding Relationships
Chapter 11. Brand Franchising
Chapter 12. Brand Partnerships
Case Study IV. Groupon
Acknowledgments
Bibliography
