Hospitality marketing : principles and practice / David Bowie and Francis Buttle.
Material type:
TextPublication details: Oxford : Butterworth-Heinemann, 2011.Edition: 2nd edDescription: xii, 434 p. : ill. ; 25 cmISBN: - 0080967914
- 9780080967912
- 647.068 BOW
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Standard Loan | Moylish Library Main Collection | 647.068 BOW (Browse shelf(Opens below)) | 1 | Available | 39002100396077 |
Enhanced descriptions from Syndetics:
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.
Previous ed.: 2004. - Includes bibliographical references and index.
Table of contents provided by Syndetics
- 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