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New Hospitality and Tourism Marketing Textbook

A new Marketing Textbook for Hotel and Tourism Colleges has been published by Stowe Showemaker from the Conrad Hilton College at the University of Houston, Robert Lewis from the University of Massachusetts, Amherst, and Peter Yesawich, Chairman at Yesawich, Pepperdine, Brown & Russell. I just received a copy and have to say it is an outstanding book, and having talked to the authors, I know what an enormous undertaking this has been. So congratulations to the authors!

What makes the book unique are interviews with industry executives such as Michael Leven (former CEO of US Franchise Systems), Christian Hempell (Inter-Continental Hotels), Gary Leopold (ISM), Bruce Himelstein (Ritz Carlton), Tom Storey (Fairmont Hotels & Resorts), Vincent Vanderpool-Wallace (Caribbean Tourism Organization), Hirohide Abe (Hyatt), David Norton (Harah’s Entertainment), Peter Warren, Spencer Rascoff (Zillow.com, formerly Expedia), Terry Jicinsky

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(Las Vegas CVB) – and yours truly (Chapter 18: Ditribution Systems). Below is the author’s description of the book:

How do you gain a sustainable competitive advantage in today’s global hospitality industry? Are there ways to attract and keep

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a customer over the course of a lifetime? Marketing Leadership in Hospitality and Tourism, Fourth Edition addresses the marketing strategies and tactics known to be effective in the industry such as strategic pricing and revenue management, customer loyalty programs, proven communication mixes, and more! Each chapter explores how to market services and the hospitality experience from both an academic and industry point of view. Over sixty Case Studies, on CD-ROM included with each textbook, bring the material to life in real-world situations based on actual events. International examples, web exercises and intriguing interviews help students learn

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about marketing and also about the industry itself.

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