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Hospitality Marketing

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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 emphasizes 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.
This 3rd Edition has been updated to include:
Coverage of hot topics such as use of technology and social media, power of the consumer and effect on decision making, innovations in product design and packaging, ethical marketing and sustainability marketing
Updated online resources including: power point slides, test bank of questions, web links and additional case studies
New and updated international case studies looking at a broad range of hospitality settings such as restaurants, cafes and hotels
New discussion questions to consolidate student learning at the end of each chapter.

CONTENTS
Part A: Introduction
1 Introduction to Hospitality Marketing

Part B: Pre-Encounter Marketing
2 Marketing Research
3 Understanding and Segmenting Customers
4 Competitive Strategy
5 Developing the Offer
6 Locating the Offer
7 Pricing the Offer and Revenue Management
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 Planing

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Availability

5555131525

338.47910688 BOW h

Pusat (Sirkulasi)

Available

Detail Information

Series Title

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Call Number

338.47910688 BOW h

Publisher

London : Taylor and Francis., 2017

Collation

xxiii, 410p.; 19 x 25 cm.

Language

English

ISBN/ISSN

978-1-138-927-48-3

Classification

338.47910688

Content Type

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Media Type

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Carrier Type

-

Edition

3

Subject(s)

HOTELS - MARKETING
HOSPITALITY INDUSTRY - MARKETING

Specific Detail Info

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Statement of Responsibility

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Other version/related

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