Description
Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry.
The fourth edition contains examples and case studies exemplifying how ideas and concepts discussed within its chapters can be successfully applied to a real-life work situation, with an emphasis throughout on 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. This fourth edition has been updated to include:
- New content on social media marketing, user-generated content, group-buying behaviour, franchising, internationalization, non-predictable factors affecting sales and marketing such as COVID-19, the role of marketing in creating a competitive advantage and the role of events and experiences in marketing
- New extensive exploration of the role of technology in marketing including the use of artificial intelligence, service robots and the metaverse to develop and deliver service and/or to measure customer experience
- Updated online resources including a PowerPoint deck, a test bank of questions and added links to YouTube and Instagram content
- New/updated international case studies including many more from Asian and African destinations
This book is written specifically for students taking marketing modules within hospitality courses and is a valuable resource to promote learning.
Table of 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
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
