ホスピタリティ産業のマーケティング：原理と実践（第２版） Hospitality Marketing : Principles and Practice （2ND）

Bowie, David/ Buttle, Francis

Routledge（2011/03発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 434 p.
• 言語 ENG
• 商品コード 9780080967912
• DDC分類 338

Full Description

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

Contents

Part APre-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