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Hospitality marketing : principles and practice /
"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 appli...
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| Format: | Printed Book |
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London:
Routledge,
2011.
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| Edition: | 2nd ed. |
| Subjects: |
Table of Contents:
- Introduction to hospitality marketing
- Marketing research
- Understanding and segmenting customers
- Competitive strategies
- Developing the offer
- Locating the offer
- Pricing the offer
- Distributing the offer
- Communicating the offer
- Managing the physical environment
- Managing service processes
- Managing customer-contact employees
- Managing customer satisfaction
- Relationship marketing
- Marketing planning.