000			03045nam a22002057a 4500
005			20260716113705.0
020			_a9781032030265
082			_aRef 647.94 D67h 2023.
100			_4author. _aDogan, Gursoy.
245			_aHospitality marketing: _bprinciples and practices / _cby Gursoy Dogan, Francis Buttle, and David Bowie.
250			_a4th ed.
260			_aAbingdon, Oxon : _bRoutledge, _cc2023.
300			_axvi, 402 pages : _bcol. figs. ; _c25 cm.
500			_aIncludes bibliographical references and index.
505			_aContents: 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.
520			_a"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.
700			_4author. _aButtle, Francis.
700			_4author.v _aBowie, David.
942			_cBK
999			_c6022 _d6022