Hospitality marketing : principles and practice.

Author/creator Bowie, David, 1951-
Other author Buttle, Francis.
Format Book
Edition2nd ed.
Publication InfoAmsterdam ; Boston : Elsevier Butterworth-Heinemann, 2011.
Descriptionxii, 434 pages : illustrations ; 25 cm
Subjects
Hospitality industry--Marketing.
Hotels--Marketing.

Contents Part A: Introduction -- 1. Introduction to hospitality marketing -- Part B: Pre-encounter marketing -- 2. Marketing research -- 3. Understanding and segmenting customers -- 4. Competitive strategies -- 5. Developing the offer -- 6. Locating the offer -- 7. Pricing the offer -- 8. Distributing the offer -- 9. Communicating the offer -- Part C: Encounter marketing -- 10. Managing the physical environment -- 11. Managing service processes -- 12. Managing customer-contact employees -- Part D: Post-encounter marketing -- 13. Managing customer satisfaction -- 14. Relationship marketing -- Part E: The marketing plan -- 15. Marketing Planning.
Abstract "This introductory textbook shows you how to apply the principles of marketing within the hospitality industry. Written specifically for students taking marketing modules within a hospitality course it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasises topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities"--Back cover.
Bibliography noteIncludes bibliographical references and index.
ISBN9780080967912
ISBN0080967914

Availability

Library Location Call Number Status Item Actions
Joyner General Stacks TX911.3.M3 B69 2011 ✔ Available Place Hold