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Hospitality Marketing: Principles and Practice [Paperback]

Hospitality Marketing: Principles and Practice [Paperback]

ISBN: 9780080967912

Edition: 1st Edition

Author : David Bowie

Year: 2011

Pages: 448

Size: 2.3 x 19.1 x 24.8 cm

Publisher Name: Routledge

Rs. 1,295.00
Rs. 1,036.00

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_x005F_x000D_ _x005F_x005F_x005F_x000D_ This introductory textbook shows you how to apply the principles of marketing within the hospitality industry.

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_x005F_x000D_ _x005F_x005F_x005F_x000D_ 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 emphasizes 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.

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_x005F_x000D_ _x005F_x005F_x005F_x000D_ 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 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

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_x005F_x000D_ _x005F_x005F_x005F_x000D_ David Bowie, MBA Chartered Marketer, is a Principal Lecturer in Marketing at the Department of Hospitality, Leisure and Tourism Management at Oxford Brookes University. Industry experience working as a hotel manager, restaurateur and marketing consultant.

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_x005F_x000D_ _x005F_x005F_x005F_x000D_ Francis Buttle is Professor of Management (Marketing and CRM) at Macquarie Graduate School of Management, Sydney, Australia.

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