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Hospitality marketing : an introduction / David Bowie; Francis Buttle
Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2004.
363 pages. : illustrations
Ký hiệu phân loại (DDC): 338.4791
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. * Contextualises the marketing mix for the hospitality industry. * Contains real-life examples, mini case studies and exercises to illuminate analysis and help understanding.
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Hospitality marketing management / Robert D. Reid , David C. Bojanic
Hoboken, NJ : Wiley, 2017
xii, 371 pages. : color illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 657.837
Explores marketing and themes unique to hospitality and tourism. The 6th edition presents many new ideas along with established marketing principles, exploring not only the foundations of marketing in the hospitality world but also new trends in the industry
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Hospitality marketing management / Robert D. Reid, David C. Bojanic.
New Jersey :John Wiley & Sons, 2006
643 pages. : col. ill. ;
Ký hiệu phân loại (DDC): 647.95
"This fully revised and updated Fourth Edition of Hospitality Marketing Management, is in a new, full-color format. Providing readers with plain-language explanations, an abundance of exercises, and solid reinforcement of underlying theory, this new edition continues the book's long-standing tradition of providing students with a practical, applications-oriented approach to exploring the intricacies of marketing in
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Marketing communications in tourism and hospitality : concepts, strategies and cases / Scott McCabe
Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, 2009.
321 pages. : illustrations
Ký hiệu phân loại (DDC): 338.4791
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company's competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area. . Aids understanding of how marketing practice specifically relates to the business of hospitality and tourism. . Provides a clear overview of the underlying theories of communication to help develop skills and contribute to effective marketing. . Uses detailed and extensive international case studies, to illustrate the theories and show good practice.
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