Kapitel in diesem Buch

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