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An Introduction
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By
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.
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.
Audience
Undergraduate students studying hospitality marketing for the first time (a core topic). Also for students taking tourism, leisure and services sector marketing courses.
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;
Index
| Bibliographic details |
Paperback, 392 pages, publication date: MAY-2004
ISBN-13: 978-0-7506-5245-2
ISBN-10: 0-7506-5245-4
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
GBP 28.99
EUR 30.95
USD 46.95
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Last update: 20 Feb 2010
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