Hospitality Marketing is a no-nonsense, practical book which has been revised and adapted for a wider market, including European and international examples. It shifts the major emphasis of hospitality marketing onto building a business from the inside by word-of-mouth rather than relying mostly on the endeavours of outside promotion. Hospitality marketers are encouraged to build a customer base by constantly improving the customer's experiences at the point of sale. Hospitality Marketing aims to help you direct your decisions concerning marketing strategies towards what happens to and for the customers.

Neil Wearne was the marketing specialist and lecturer at the Regency Hotel School in South Australia from 1989. In that time he developed marketing courses and lectured students in the Diploma of Business (Hospitality). He combined his extensive experience in marketing management with his flair for communication to write a number of texts for students of hospitality marketing. Neil's talents in the areas of human behaviour, communication, illustration and writing produced a focus on the practical aspects of marketing which students understood. He maintained involvement with the hospitality industry and was able to inspire students with reference to current hospitality business practices. He maintained a dynamic marketing perspective, and is remembered by colleagues and students for his vital energy and innovative approaches to learning. Sadly, Neil Wearne died suddenly on 4 June 1993.

Foreword, Neil Wearne; Preface, Neil Wearne; Chapter 1 The marketing function, Neil Wearne; Chapter 2 The marketing environment, Neil Wearne; Chapter 3 The marketing mix, Neil Wearne; Chapter 4 Market analysis, Neil Wearne; Chapter 5 Segmentation by purchase motivations, Neil Wearne; Chapter 6 The customer mix: segmentation by 'reasons for travel or eating out', Neil Wearne; Chapter 7 Target marketing, Neil Wearne; Chapter 8 The product mix: assessment and decisions, Neil Wearne; Chapter 9 The service concept, Neil Wearne; Chapter 10 Service strategies: achieving a competitive advantage, Neil Wearne; Chapter 11 Marketing management, Neil Wearne; Chapter 12 The planning discipline, Neil Wearne; Chapter 13 The marketing audit, Neil Wearne; Chapter 14 The marketing information system, Neil Wearne; Chapter 15 Market and marketing research, Neil Wearne; Chapter 16 Achieving a sustainable competitive advantage, Neil Wearne; Chapter 17 Positioning, Neil Wearne; Chapter 18 Local hotel strategies, Neil Wearne; Chapter 19 Positioning strategies, Neil Wearne; Chapter 20 Strategic solutions, Neil Wearne; Chapter 21 Growth strategies, Neil Wearne; Chapter 22 Pricing strategies, Neil Wearne; Chapter 23 Promotion strategies: sales and the tactical mix, Neil Wearne; Chapter 24 In-reach sales tactics, Neil Wearne; Chapter 25 Out-reach sales tactics, Neil Wearne; Chapter 26 Advertising strategies, Neil Wearne; Chapter 27 Advertising: creative strategies, Neil Wearne; Chapter 28 Advertising: media and budgets, Neil Wearne; Chapter 29 Sales promotion and publicity strategies, Neil Wearne; Chapter 30 Direct marketing strategies, Neil Wearne; Chapter 31 Product development strategies, Neil Wearne; Chapter 32 Forecasting market demand, Neil Wearne; Chapter 33 Product strategies: how to provide a better experience for your customers, Neil Wearne;