Hospitality marketing: principles and practices / by Gursoy Dogan, Francis Buttle, and David Bowie.

By:

Dogan, Gursoy [author.]

Contributor(s):

Material type: Text

TextPublication details: Abingdon, Oxon : Routledge, c2023.Edition: 4th edDescription: xvi, 402 pages : col. figs. ; 25 cmISBN:

9781032030265

DDC classification:

Ref 647.94 D67h 2023.

Contents:

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. -- 10. Managing the Physical Environment. -- 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.

Summary: "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."--Provided by publisher.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Books	ASCOT Library - Zabali Campus Reference	Reference	Ref 647.94 D67h 2023. (Browse shelf(Opens below))	Available	Ref6479404919

Browsing ASCOT Library - Zabali Campus shelves, Shelving location: Reference, Collection: Reference Close shelf browser (Hides shelf browser)

Previous								Next
Previous	Ref 642.5 F26f 2022. Fast food operations /	Ref 646.4 In89i 2023. Introduction to tailoring /	Ref 647.94 Av56a 2023. A visual refererence to guest service /	Ref 647.94 D67h 2023. Hospitality marketing: principles and practices /	Ref 647.94 H79h 2022 Hotel housekeeping training manual /	Ref 647.94 R12k 2023. Key concepts in hotel management /	Ref 647.94 Sh81s 2023. Fundamentals in lodging operations /	Next

Includes bibliographical references and index.

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. --
10. Managing the Physical Environment. --
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.

"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."--Provided by publisher.

There are no comments on this title.

to post a comment.