Hospitality marketing in the e-commerce age / Neil Wearne and Kevin Baker.
ISBN:
9781862505117
Título:
Hospitality marketing in the e-commerce age / Neil Wearne and Kevin Baker.
Autor:
Wearne, Neil.
Autor personal:
Edición:
2nd ed.
Información de la publicación:
Frenchs Forest, N.S.W. : Pearson Education, 2002.
Descripción física:
xiv, 386 p. : ill. ; 25 cm.
Nota general:
First published: Hospitality marketing / Neil Wearne. Melbourne : Hospitality Press, 1994.
Contenido:
1. The marketing function -- 2. Hospitality and e-commerce -- 3. The marketing mix -- 4. Market analysis -- 5. Segmentation by purchase motivations -- 6. The customer mix -- 7. Target marketing -- 8. The product mix -- 9. The service concept in the e-commerce age -- 10. Service strategies -- 11. E-commerce strategies -- 12. Marketing management -- 13. The planning discipline -- 14. Marketing audits and marketing information systems -- 15. Marketing research -- 16. Sustainable competitive advantage -- 17. Positioning -- 18. Local hotal strategies -- 19. Strategic solutions -- 20. Growth strategies -- 21. Pricing strategies -- 22. Promotion strategies -- 23. Inreach and outreach sales tactics -- 24. Advertising strategies -- 25. Advertising: creative strategies -- 26. Advertising: media and budgets -- 27. Sales promotion and publicity strategies -- 28. Direct marketing strategies -- 29. Product development strategies -- 30. Forecasting market demand.
Autor añadido:
Formato:
Libros
Fecha de publicación:
2002
WAIT_PUBINFO:
Frenchs Forest, N.S.W. : Pearson Education, 2002.