Hospitality marketing / David Bowie ... [and 3 others].

ISBN:

9781138927483

Título:

Autor:

Bowie, David, author.

Edición:

Third edition.

Descripción física:

xxi, 410 pages : colour illustrations ; 26 cm.

Contenido:

Machine generated contents note: pt. A INTRODUCTION -- 1. Introduction to hospitality marketing -- pt. 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 and revenue management -- 8. Distributing the offer -- 9. Communicating the offer -- pt. C ENCOUNTER MARKETING -- 10. Managing the physical environment -- 11. Managing service processes -- 12. Managing customer-contact employees -- pt. D POST-ENCOUNTER MARKETING -- 13. Managing customer satisfaction -- 14. Relationship marketing -- pt. E THE MARKETING PLAN -- 15. Marketing planning.

Término del tema:

Hospitality industry -- Marketing.

Hotels -- Marketing.

Autor añadido:

Bowie, David,

Formato:

Libros

Fecha de publicación:

2017

WAIT_PUBINFO:

London

New York

Routledge, Taylor & Francis Group,

2017.

Disponible:*

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Resumen

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.

Notas del autor

David Bowie is a Senior Lecturer in Marketing at the Oxford School of Hospitality Management at Oxford Brookes University.
Francis Buttle is an honorary professor of Marketing and Customer Relationship Management, and author of more than 125 peer-reviewed papers and 11 books. Buttle has taught Customer Relationship Management in universities on three different continents. Buttle currently lives and operates a customer management consulting company in Sydney, Australia.
Maureen Brookes is a Reader in Marketing and a Teaching Fellow within the Oxford School of Hospitality Management at Oxford Brookes University.
Anastasia Mariussen is an account manager and strategist at Google, working with large Norwegian companies. After studying for her PhD at the Oxford School of Hospitality Management, she held a position of Associate Professor at the Oslo School of Management and participated in a number of international projects as a consultant or board member.

Tabla de contenido

List of figures	p. ix
List of tables	p. xi
List of case studies	p. xiii
List of marketing insights	p. xv
Preface	p. xvii
Structure	p. xix
Learning features	p. xxi
Acknowledgements	p. xxiii
Part A Introduction
1 Introduction to hospitality marketing	p. 3
Part B Pre-Encounter Marketing
2 Marketing research	p. 39
3 Understanding and segmenting customers	p. 57
4 Competitive strategies	p. 91
5 Developing the offer	p. 131
6 Locating the offer	p. 155
7 Pricing the offer and revenue management	p. 173
8 Distributing the offer	p. 199
9 Communicating the offer	p. 219
Part C Encounter Marketing
10 Managing the physical environment	p. 263
11 Managing service processes	p. 283
12 Managing customer-contact employees	p. 307
Part D Post-Encounter Marketing
13 Managing customer satisfaction	p. 329
14 Relationship marketing	p. 345
Part E The Marketing Plan
15 Marketing planning	p. 353
Index	p. 391