Hospitality Marketing

3. New Auflage 2016
ISBN: 978-1-138-92747-6
Verlag: Taylor & Francis Ltd

Buch, Englisch, 410 Seiten, Format (B × H): 255 mm x 197 mm, Gewicht: 1064 g

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.

Autoren/Hrsg.

Bowie, David (Oxford Brookes University, UK)

Bowie, David

Buttle, Francis (Francis Buttle Associates, Australia)

Buttle, Francis

Brookes, Maureen (Oxford Brookes University, Oxford)

Brookes, Maureen

Mariussen, Anastasia

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Tourismuswirtschaft, Gastgewerbe

Inhaltsverzeichnis

PrefaceStructure and learning featuresAcknowledgements
Part A: Introduction1.Introduction to hospitality marketingPart B: Pre-encounter Marketing2. Marketing research3. Understanding and segmenting customers4. Competitive strategies5. Developing the offer6.Locating the offer7. Pricing the offer and Revenue Management8. Distributing the offer9. Communicating the offerPart C: Encounter Marketing10. Managing the physical environment11. Managing service processes12. Managing customer-contact employeesPart D: Post-encounter Marketing13. Managing customer satisfaction14. Relationship marketingPart E: The Marketing Plan15. Marketing planningIndex

Über Autor(innen)

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, andauthor 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. Hecurrently 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.