Hospitality marketing [electronic resource] : principles and practice / David Bowie, Francis Buttle.

ISBN:

9780080967929

Title:

Author:

Bowie, David.

Personal Author:

Bowie, David.

Edition:

2nd ed.

Publication Information:

Hoboken : Taylor & Francis, 2012.

Physical Description:

1 online resource (449 p.)

General Note:

Description based upon print version of record.

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 satisfaction14. Relationship marketing; Part E. The Marketing Plan; 15. Marketing planning;

Subject Term:

Hospitality industry -- Marketing.

Marketing.

Added Author:

Buttle, Francis.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2012

Publication Information:

Hoboken : Taylor & Francis, 2012.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
647.0688 BOW	1:E-BOOK	1	1:ONLINE	Searching... Unknown

Bound With These Titles

On Order

Summary

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.