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| HOSPITALITY MARKETING
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To order this title, and for more information, click here
By
Alison Morrison, Senior Lecturer, The Scottish Hotel School, University of Strathclyde, UK
NEIL WEARNE, Formerly marketing specialist at the Regency Hotel School in South Australia
Description
Hospitality Marketing is a no-nonsense, practical book which has been revised and adapted for a wider market, including European and international
examples. It shifts the major emphasis of hospitality marketing onto building a business from the inside by word-of-mouth rather than
relying mostly on the endeavours of outside promotion.
Hospitality marketers are encouraged to build a customer base by constantly
improving the customer's experiences at the point of sale. Hospitality Marketing aims to help you direct your decisions concerning marketing
strategies towards what happens to and for the customers.
Audience
BTEC, undergraduate and diploma level students of hospitality, professionals taking the HCIMA exams, practising hospitality managers.
Contents
The marketing function; The marketing environment; The marketing mix; Market analysis; Segmentation by purchase motivations; The customer
mix; Target marketing; The product mix; The service concept; Service strategies; Marketing management; The planning discipline; The marketing
audit; The marketing information system; Market and marketing research; Sustainable competitive advantage; Positioning; Local hotel strategies;
Positioning strategies; Strategic solutions; Growth strategies; Pricing strategies; Promotion strategies; In-reach sales tactics; Out-reach
sales tactics; Advertising strategies; Advertising: creative strategies; Advertising: media and budgets; Sales promotion, publicity strategies;
Direct marketing strategies; Product development strategies; Forecasting market demand; Product strategies.
| Bibliographic details |
Paperback, 256 pages, publication date: FEB-1996
ISBN-13: 978-0-7506-2688-0
ISBN-10: 0-7506-2688-7
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
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USD 50.95
GBP 29.99
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Last update: 4 Sep 2009
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