Hospitality marketing 3rd ed.

Author

Additional Author(s)

• Mariussen, Anastasia
• Brookes, Maureen
• Buttle, Francis
• Bowie, David

Publisher

London: Routledge, 2017

Language

English

ISBN

9781138927476

Series

Subject(s)

• HOSPITALITY INDUSTRY-MARKETING
• HOTELS--MARKETING

Notes

. Bibliography: p. 390 . Index: p. 391-410

Abstract

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: powerpoint 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.

Physical Dimension

Number of Page(s)

xxiii, 410 p.

Dimension

25 cm.

Other Desc.

ill.

Summary / Review / Table of Content

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.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00904/17	338.7910688 Hos	Library - 7th Floor	Available