410 pages | 47 Color Illus.
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.
This 3rd Edition has been updated to include:
"David Bowie, Francis Buttle, Maureen Brookes and Anastasia Mariussen have delivered a hospitality marketing book that satisfies my 3Cs: it is complete, current, and comprehensive. The book has everything you need to know about the subject, it has lots of current examples and data, and it covers each topic very thoroughly. The book is well organized, contains several great ‘mini’ case studies, and many thoughtful and useful reflection questions." - Dr. Chekitan S. Dev is a professor of marketing and branding at Cornell University’s School of Hotel Administration and the author of Hospitality Branding (Cornell University Press, 2012).
"Consumers are driving change in the hospitality industry and the structure of this book around the customer journey – pre-encounter, encounter and post-encounter – reflects this transformation and the marketing mix decisions to be made at the different stages of travel. In this updated version of the book, which incorporates further development of contemporary topics such as sustainability, digital marketing and innovative product design, the authors have really established this as the leading text for use in the teaching, learning and assessment of hospitality marketing. The inclusion of wide-ranging international case studies means that my students will really appreciate this book!" - Professor Angela Roper is Chair and Director of the International Centre for Hotel and Resort Management at the University of West London.
Structure and learning features
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 offer
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 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