TY  - BOOK
AU  - Bowie,David
AU  - Buttle,Francis
TI  - Hospitality Marketing
SN  - 9780080967929
AV  - TX911.3 .M3 B69 2011
U1  - 647.940688 
PY  - 2011///
CY  - Florence
PB  - Routledge
KW  - Hospitality industry
KW  - Marketing
KW  - Electronic books
N1  - 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 -- Index
N2  - 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
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ER  -