Hospitality marketing and branding : past and future -- Contemporary branding challenges -- Branding and the Internet -- Case study : Carnival Cruise Lines -- Global brand expansion -- Branding beyond borders -- Brand strategies -- Case study : Ritz-Carlton Bali -- Assessing brand equity --...

In recent years the brand has moved squarely into the spotlight as the key to success in the hospitality industry. Business strategy once began with marketing and incorporated branding as one of its elements; today the brand drives marketing within the larger hospitality enterprise. Not only has...