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Hospitality Marketing : principles and practice / Dogan Gursoy, David Bowie and Francis Buttle.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: NY : Routledge, 2023.Edition: Fourth editionDescription: 402p.: illISBN:
  • 9781003186342
Subject(s): Additional physical formats: Print version:: Hospitality marketingDDC classification:
  • 647.940 23/eng/20220611 GUR
Contents:
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
Summary: "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"--
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Holdings
Item type Current library Collection Call number Status Date due Barcode
General Books General Books CUTN Central Library Medicine, Technology & Management Non-fiction 647.940 GUR (Browse shelf(Opens below)) Available 47016

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"--

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