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| EAST LANSING, Mich. (Feb. 1999) � Rapidly changing competitive
conditions of the 21st century will challenge hospitality marketers, who
will confront shifting markets; keener global competition; more discerning,
informed, and demanding guests; and less predictable marketing situations.
These demands will require a new marketing management mindset; an orientation
on the future; and a grasp of new marketing concepts, approaches, and insights.
Contemporary Hospitality Marketing: A Service Management Approach, published
by the Educational Institute of the American Hotel & Motel Association,
will be the savvy marketer�s guidebook to success.
This textbook differs significantly in content and approach from hospitality marketing books currently on the market. Authors William Lazer, a past president of the American Marketing Association and a Distinguished Research Scholar at Florida Atlantic University, and Roger A. Layton, dean of the Faculty of Commerce and Economics at the University of New South Wales, explore topics such as entrepreneurship, creativity, service gaps, moments of truth, emerging hospitality marketing developments, and future guests. The book presents marketing as much more than a functional activity�it is a philosophy of hospitality operations, a way of hospitality business life, and an activity pervading all hospitality decisions and actions. �Bill Lazer and Roger Layton offer a new perspective on the complex subject of marketing hospitality assets,� says Richard D. Farrar, vice president, marketing and communications, Marriott International. �The service management angle they present is a potent reminder that marketing is most effective if we are taking care of our customers. They breathe life into the subject, which raises the book notches above traditional marketing books.� Contemporary Hospitality Marketing: A Service Management Approach features interviews with hospitality executives, consultants, and educators from around the world, providing readers with a truly global approach. Case studies developed by industry experts offer readers the opportunity to apply the book�s concepts to problems they may face on the job.
Established in 1953 as a nonprofit educational foundation of AH&MA, the Educational Institute is the world�s largest hospitality communication resource center, providing quality training and educational materials for the hospitality industry. |
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| Also See: | EI-AH&MA / KPMG Study Finds Hotel Industry Turnover Rates Continue to Climb / May 1998 |
| EI Introduces Accredited Certification Instructor Program / May 1998 |
More
information about this textbook will soon be available on EI�s website: