Hospitality marketing : principles and practice
Author(s)
Bibliographic Information
Hospitality marketing : principles and practice
Elsevier/Butterworth-Heinemann, 2011
2nd ed
Available at 11 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Previous ed.: 2004
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of 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
by "Nielsen BookData"