Screen LibraryHospitality marketing /
Ideal for those new to the topic of marketing, this book discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry.
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| Main Authors: | |
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| Group Author: | ; ; |
| Published: |
Routledge, Taylor & Francis Group,
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| Publisher Address: | Abingdon, Oxon : |
| Publication Dates: | 2017. |
| Literature type: | Book |
| Language: | English |
| Edition: | Third edition. |
| Subjects: | |
| Summary: |
Ideal for those new to the topic of marketing, this book discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry. |
| Carrier Form: | xxiii, 410 pages : illustrations (some color) ; 26 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9781138927476 (hardback) : 1138927473 (hardback) 9781138927483 (paperback) 1138927481 (paperback) |
| Index Number: | TX911 |
| CLC: | F719 |
| Call Number: | F719/B786/3rd ed. |
| Contents: |
A INTRODUCTION -- Introduction to hospitality marketing -- PRE-ENCOUNTER MARKETING -- Marketing research -- Understanding and segmenting customers -- Competitive strategies -- Developing the offer -- Locating the offer -- Pricing the offer and revenue management -- Distributing the offer -- Communicating the offer -- ENCOUNTER MARKETING -- Managing the physical environment -- Managing service processes -- Managing customer-contact employees -- POST-ENCOUNTER MARKETING -- Managing customer satisf |