Hospitality Marketing (3rd New edition)

Hospitality Marketing (3rd New edition)

By: Francis Buttle (author), Anastasia Mariussen (author), Maureen Brookes (author), David Bowie (author)Paperback

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Description

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: power point 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.

About Author

David Bowie is a Senior Lecturer in Marketing at the Oxford School of Hospitality Management at Oxford Brookes University, UK. David has taught Hospitality and Tourism Marketing at the undergraduate, master's and doctoral level. His main research interest is branding. David has over 30 years of practical hospitality management experience. Francis Buttle is an honorary professor of Marketing and Customer Relationship Management, and author of more than 125 peer-reviewed papers and 11 books. Buttle has taught Customer Relationship Management in universities on three different continents, and was appointed to a sponsored chair at Manchester Business School in the UK. He currently lives and operates a customer management consulting company in Sydney, Australia. Maureen Brookes is a Reader in Marketing and a Teaching Fellow within the Oxford School of Hospitality Management at Oxford Brookes University, UK. She is currently President (elect) for ICHRIE, the largest global professional association of hospitality and tourism educators, researchers and industry members, fromer President of EuroCHRIE, CHME Honorary Fellow and Professional Review Panel member for the Institute of Hospitality. Her research and publications are on franchising and plural organizations, covering diverse topics such as partner selection, entrepreneurship, relational development and knowledge transfer. Anastasia Mariussen is an account manager and strategist at Google, working with large Norwegian companies. After studying for her PhD at the Oxford School of Hospitality Management, UK, she held a position of Associate Professor at the Oslo School of Management, Norway, and participated in a number of international projects as a consultant or board member. Anastasia's interests involve digital and multichannel marketing, affiliate networking, mobile marketing, online distribution, employment of ITC and social media in hospitality and tourism businesses, attribution modelling and online marketing performance measurement.

Contents

Preface Structure and learning features Acknowledgements 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 and Revenue Management 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 Index

Product Details

  • ISBN13: 9781138927483
  • Format: Paperback
  • Number Of Pages: 410
  • ID: 9781138927483
  • weight: 907
  • ISBN10: 1138927481
  • edition: 3rd New edition

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