Eylem Seç
Hospitality marketing principles and practice.
Başlık:
Hospitality marketing principles and practice.
Yazar:
Bowie, David, 1951-
ISBN:
9780080967912
Yazar Ek Girişi:
Basım Bilgisi:
2nd ed.
Yayın Bilgileri:
Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2011.
Fiziksel Tanımlama:
xii, 434 p. : ill. ; 25 cm.
İçerik:
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.
Part A: Introduction -- 1. Introduction to hospitality marketing -- Part B: Pre-encounter marketing -- 2. Marketing research -- 3. Understanding and segmenting customers -- 4. Competitive strategies -- 5. Developing the offer -- 6. Locating the offer -- 7. Pricing the offer -- 8. Distributing the offer -- 9. Communicating the offer -- Part C: Encounter marketing -- 10. Managing the physical environment -- 11. Managing service processes -- 12. Managing customer-contact employees -- Part D: Post-encounter marketing -- 13. Managing customer satisfaction -- 14. Relationship marketing -- Part E: The marketing plan -- 15. Marketing Planning.
Özet:
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 emphasises 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. . New UK and international case studies that prepare you for work in a global industry . Activities for each chapter that will assess your understanding and marketing knowledge . A new inside cover feature that links real-life marketing campaigns to the book's case studies.
"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 emphasises 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"--Back cover.
Tür:
Added Author:
Tüzel Kişi Ek Girişi:
Elektronik Erişim:
ScienceDirect An electronic book accessible through the World Wide Web; click for informationMevcut:*
Yer Numarası | Demirbaş Numarası | Shelf Location | Lokasyon / Statüsü / İade Tarihi |
---|---|---|---|
TX911.3 .M3 .B69 2011 | 137299-1001 | E-Kütüphane | Arıyor... |
On Order
Liste seç
Bunu varsayılan liste yap.
Öğeler başarıyla eklendi
Öğeler eklenirken hata oldu. Lütfen tekrar deneyiniz.
:
Select An Item
Data usage warning: You will receive one text message for each title you selected.
Standard text messaging rates apply.