Principles and PracticeBy
- David Bowie, MBA, MCIM, MHCIMA, Chartered Marketer, Principal Lecturer and MSC Programmes Director in Hospitality, Leisure and Tourism Management, Oxford Brookes University.
- Francis Buttle, Founder and principal consultant of Francis Buttle & Associates, Sydney, Australia.
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.
Undergraduate students studying hospitality marketing for the first time (a core topic). Also for students taking tourism, leisure and services sector marketing courses.
Published: May 2004
Imprint: Butterworth Heinemann
"Francis Buttle's first book Hotel & Foodservice Marketing set the standard for hospitality marketing textbooks back in the 1980s. Buttle and his co-author David Bowie have set a new benchmark. This book not only covers the range of essential theory but is supported with industry relevant examples. It is well written, and will prove to be an essential text for students"-J. S. Perry Hobson, PhD, Editor-in-Chief, Journal of Vacation Marketing and Head, School of Tourism & Hospitality Management, Southern Cross University, Australia
Concise but comprehensive, providing all the basics of marketing; and laying a solid foundation for further in-depth study... It is an excellent resource for students as well as practitioners.-Vincent C.S. Heung, Ph.D, Associate Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University."A refreshingly innovative text that explores current practice and the latest thinking in hospitality marketing; an essential resource for students, academics and practitioners."-Professor Nigel Hemmington, Head of School of Services Management, Bournemouth University, UK
"This is a welcome addition to the literature given its depth of understanding of hospitality as a business and the use of marketing as an application. Unlike many other books the structure provides clarity by means of placing Marketing as the intervention of pre, during and post consumption encounters. Overall, this book will be judged a necessary addition to any hospitality and tourism practitioner or student."-Dr David Gilbert, Professor of Marketing, School of Management, University of Surrey
- 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; Index