Hospitality marketing : principles and practice.
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...
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| Format: | eBook |
| Language: | English |
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Amsterdam ; Boston :
Elsevier Butterworth-Heinemann,
2011.
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| Edition: | 2nd ed. |
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| Online Access: | Connect to the full text of this electronic book |
Table of 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.