Hospitality marketing
Author(s)
Bibliographic Information
Hospitality marketing
Routledge, 2017
3rd ed
- : hbk
- : pbk
Related Bibliography 1 items
Available at 13 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.: 2011
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.
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.
Table of Contents
Preface
Structure and learning features
Acknowledgements
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 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 planning
Index
by "Nielsen BookData"