Hospitality marketing: an introduction
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Amsterdam
Elsevier Butterworth-Heinemann
2004
|
| Subjects: | |
| Online Access: | FAW01 Volltext |
| Item Description: | Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. * DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. * AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers. * Contextualises the marketing mix for the hospitality industry. * Contains real-life examples, mini case studies and exercises to illuminate analysis and help understanding Includes bibliographical references and index |
| Physical Description: | 350 pages |
| ISBN: | 9780750652452 0750652454 9780080472942 008047294X |
Staff View
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| 500 | |a Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. * DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. * AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers. * Contextualises the marketing mix for the hospitality industry. * Contains real-life examples, mini case studies and exercises to illuminate analysis and help understanding | ||
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| spelling | Bowie, David Verfasser aut Hospitality marketing an introduction David Bowie and Francis Buttle Amsterdam Elsevier Butterworth-Heinemann 2004 350 pages txt rdacontent c rdamedia cr rdacarrier Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. * DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. * AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers. * Contextualises the marketing mix for the hospitality industry. * Contains real-life examples, mini case studies and exercises to illuminate analysis and help understanding Includes bibliographical references and index Accueil (Tourisme) / Marketing Hôtels / Marketing BUSINESS & ECONOMICS / Small Business bisacsh Hospitality industry / Marketing fast Hotels / Marketing fast Horeca gtt Marketing gtt Wirtschaft Hospitality industry Marketing Hotels Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Gastgewerbe (DE-588)4259231-8 gnd rswk-swf Gastgewerbe (DE-588)4259231-8 s Marketing (DE-588)4037589-4 s 1\p DE-604 Buttle, Francis Sonstige oth http://www.sciencedirect.com/science/book/9780750652452 Verlag URL des Erstveröffentlichers Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Bowie, David Hospitality marketing an introduction Accueil (Tourisme) / Marketing Hôtels / Marketing BUSINESS & ECONOMICS / Small Business bisacsh Hospitality industry / Marketing fast Hotels / Marketing fast Horeca gtt Marketing gtt Wirtschaft Hospitality industry Marketing Hotels Marketing Marketing (DE-588)4037589-4 gnd Gastgewerbe (DE-588)4259231-8 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4259231-8 |
| title | Hospitality marketing an introduction |
| title_auth | Hospitality marketing an introduction |
| title_exact_search | Hospitality marketing an introduction |
| title_full | Hospitality marketing an introduction David Bowie and Francis Buttle |
| title_fullStr | Hospitality marketing an introduction David Bowie and Francis Buttle |
| title_full_unstemmed | Hospitality marketing an introduction David Bowie and Francis Buttle |
| title_short | Hospitality marketing |
| title_sort | hospitality marketing an introduction |
| title_sub | an introduction |
| topic | Accueil (Tourisme) / Marketing Hôtels / Marketing BUSINESS & ECONOMICS / Small Business bisacsh Hospitality industry / Marketing fast Hotels / Marketing fast Horeca gtt Marketing gtt Wirtschaft Hospitality industry Marketing Hotels Marketing Marketing (DE-588)4037589-4 gnd Gastgewerbe (DE-588)4259231-8 gnd |
| topic_facet | Accueil (Tourisme) / Marketing Hôtels / Marketing BUSINESS & ECONOMICS / Small Business Hospitality industry / Marketing Hotels / Marketing Horeca Marketing Wirtschaft Hospitality industry Marketing Hotels Marketing Gastgewerbe |
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