Hospitality marketing : principles and practice /
Bowie, David, 1951-
Hospitality marketing : principles and practice / David Bowie and Francis Buttle. - 2nd ed. - Amsterdam ; Boston : Elsevier / Butterworth-Heinemann, c2011. - xii, 434 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Introduction to hospitality marketing -- Marketing research -- Understanding and segmenting customers -- Competitive strategies -- Developing the offer -- Locating the offer -- Pricing the offer -- Distributing the offer -- Communicating the offer -- Managing the physical environment -- Managing service processes -- Managing customer-contact employees -- Managing customer satisfaction -- Relationship marketing -- Marketing planning.
"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.
9780080967912 (pbk.) 0080967914 (pbk.)
2012472721
Hospitality industry--Marketing.
Hotels--Marketing.
TX911.3.M3 / .B69 2011
Hospitality marketing : principles and practice / David Bowie and Francis Buttle. - 2nd ed. - Amsterdam ; Boston : Elsevier / Butterworth-Heinemann, c2011. - xii, 434 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Introduction to hospitality marketing -- Marketing research -- Understanding and segmenting customers -- Competitive strategies -- Developing the offer -- Locating the offer -- Pricing the offer -- Distributing the offer -- Communicating the offer -- Managing the physical environment -- Managing service processes -- Managing customer-contact employees -- Managing customer satisfaction -- Relationship marketing -- Marketing planning.
"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.
9780080967912 (pbk.) 0080967914 (pbk.)
2012472721
Hospitality industry--Marketing.
Hotels--Marketing.
TX911.3.M3 / .B69 2011