Hospitality Marketing : principles and practice /
Gursoy, Dogan,
Hospitality Marketing : principles and practice / Dogan Gursoy, David Bowie and Francis Buttle. - Fourth edition. - NY : Routledge, 2023. - 402p.: ill.:
Includes bibliographical references and index.
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 Hospitality Experience
6. Locating the Offer
7. Pricing the Offer and Revenue Management
8. Distributing the Offer
9. Communicating the Offer
Part C: Encounter Marketing
10. Managing the Physical Environment
11. Managing the Service Processes
12. Managing Customer-Contact Employees
Part D: Post-Encounter Marketing
13. Measuring and Managing Customer Satisfaction and Word-of-Mouth (WOM)
14. Relationship Marketing
Part E: The Marketing Plan
15. Marketing Planning
"Hospitality Marketing 4e is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry. This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning"--
9781003186342
Hospitality industry
Hotels--Marketing.--Marketing.
647.940 / GUR
Hospitality Marketing : principles and practice / Dogan Gursoy, David Bowie and Francis Buttle. - Fourth edition. - NY : Routledge, 2023. - 402p.: ill.:
Includes bibliographical references and index.
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 Hospitality Experience
6. Locating the Offer
7. Pricing the Offer and Revenue Management
8. Distributing the Offer
9. Communicating the Offer
Part C: Encounter Marketing
10. Managing the Physical Environment
11. Managing the Service Processes
12. Managing Customer-Contact Employees
Part D: Post-Encounter Marketing
13. Measuring and Managing Customer Satisfaction and Word-of-Mouth (WOM)
14. Relationship Marketing
Part E: The Marketing Plan
15. Marketing Planning
"Hospitality Marketing 4e is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry. This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning"--
9781003186342
Hospitality industry
Hotels--Marketing.--Marketing.
647.940 / GUR