Hospitality marketing [electronic book] : principles and practice.

By:

Bowie, David, 1951-

Contributor(s):

Material type: Text

TextPublication details: Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2011.Edition: 2nd edDescription: xii, 434 p. : ill. ; 25 cmISBN:

0080967914 (electronic bk.)
9780080967912 (electronic bk.)

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: Print version:: Hospitality marketing.Online resources:

ScienceDirect eBook

Contents:

Part A: Introduction: Introduction to hospitality marketing; Part B: Pre-encounter marketing; Marketing research; Understanding and segmenting customers; Competitive strategies; Developing the offer; Locating the offer; Pricing the offer; Distributing the offer; Communicating the offer; Part C: Encounter marketing; Managing the physical environment; Managing service processes; Managing customer-contact employees; Part D: Post-encounter marketing; Managing customer satisfaction; Relationship marketing; Part E: The marketing plan; Marketing Planning.

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.

Summary: 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 emphasises 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. . New UK and international case studies that prepare you for work in a global industry . Activities for each chapter that will assess your understanding and marketing knowledge . A new inside cover feature that links real-life marketing campaigns to the book's case studies.Summary: "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 emphasises 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"--Back cover.

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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.

Includes bibliographical references and index.

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 emphasises 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. . New UK and international case studies that prepare you for work in a global industry . Activities for each chapter that will assess your understanding and marketing knowledge . A new inside cover feature that links real-life marketing campaigns to the book's case studies.

"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 emphasises 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"--Back cover.

Electronic reproduction. Amsterdam : Elsevier Science & Technology, 2011. Mode of access: World Wide Web. System requirements: Web browser. Title from title screen (viewed on Nov. 2, 2011). Access may be restricted to users at subscribing institutions.

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