Description |
350 pages : illustrations ; 25 cm |
Series |
Ebrary
|
Contents |
Pt. A. Introduction -- 1. Introduction to hospitality marketing -- Pt. 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 -- Pt. C. Encounter marketing -- 10. Managing the physical environment -- 11. Managing service processes -- 12. Managing customer-contact employees -- Pt. D. Post-encounter marketing -- 13. Managing customer satisfaction -- 14. Relationship marketing -- Pt. E. The marketing plan -- 15. Marketing planning |
Summary |
"Hospitality Marketing: An introduction is ideal for those new to the topic of marketing. 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." -- Book Jacket |
Notes |
Previous ed.: Oxford : Butterworth-Heinemann, 2002 |
|
Formerly CIP. Uk |
Bibliography |
Includes bibliological references and index |
Notes |
Also available online via the World Wide Web, by subscription to EBL (Ebook Library) |
Subject |
Hotels -- Marketing.
|
|
Hospitality industry -- Marketing.
|
Author |
Buttle, Francis.
|
|
Ebooks Corporation.
|
LC no. |
2888000043 |
ISBN |
9780750652452 paperback |
|
0750652454 paperback |
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