Hospitality marketing : an introduction / David Bowie and Francis Buttle.
Material type: TextPublication details: Oxford : Elsevier Butterworth-Heinemann, 2004.Description: 350 p. : ill., forms ; 25 cmISBN:- 9780750652452 (pbk.) :
- 0750652454
- 647.0688 BOW
- TX911
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 647.0688 BOW (Browse shelf(Opens below)) | 1 | Available | 201507 |
Includes bibliographical references and index.
Part A: Introduction: Introduction to hospitality marketing; Part B: Pre-encounter marketing; Marketing research; Understanding and segmenting customers; Competitive strategies; Developing the offer; Locating the offer; Pricing the offer; Distributing the offer; Communicating the offer; Part C: Encounter marketing; Managing the physical environment; Managing service processes; Managing customer-contact employees; Part D: Post-encounter marketing; Managing customer satisfaction; Relationship marketing; Part E: The marketing plan; Marketing Planning.
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.