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001 EBC670204
003 MiAaPQ
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006 m o d |
007 cr cnu||||||||
008 211129s2011 xx o ||||0 eng d
020 _a9780080967929
_q(electronic bk.)
020 _z9780080967912
035 _a(MiAaPQ)EBC670204
035 _a(Au-PeEL)EBL670204
035 _a(CaPaEBR)ebr10558614
035 _a(CaONFJC)MIL363894
035 _a(OCoLC)727648624
040 _aMiAaPQ
_beng
_erda
_epn
_cMiAaPQ
_dMiAaPQ
050 4 _aTX911.3 .M3
_bB69 2011
082 0 _a647.940688
100 1 _aBowie, David.
_eauthor
245 1 0 _aHospitality Marketing /
_cDavid Bowie and Francis Buttle.
250 _aSecond edition
264 1 _aFlorence :
_bRoutledge,
_c2011.
264 4 _c©2011.
300 _a1 online resource (449 pages)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
505 0 _aPart 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.
520 _aThis 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.
588 _aDescription based on publisher supplied metadata and other sources.
590 _aElectronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
650 0 _aHospitality industry
_9112472
_xMarketing
655 4 _aElectronic books.
700 1 _aButtle, Francis.
_eauthor
776 0 8 _iPrint version:
_aBowie, David
_tHospitality Marketing
_dFlorence : Routledge,c2011
_z9780080967912
797 2 _aProQuest (Firm)
856 _uhttps://login.ezproxy.pucpr.edu/login?url=https://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=670204
_yAcceso Remoto
856 4 0 _uhttps://ebookcentral.proquest.com/lib/pucpr-ebooks/detail.action?docID=670204
_yAcceso en el Campus PUCPR
942 _2lcc
_c29
999 _c296856
_d296856