000			02889nam a22002297a 4500
005			20240206115950.0
008			240206b |||||||| |||| 00| 0 eng d
020			_a9781032030265
082			_a338.4791 _bGUR
100			_aGursoy, Dogan _913924
245			_aHospitality marketing: _bprinciples and practice
250			_a4th
260			_bRoutledge _aNew York _c2023
300			_a402 p.
365			_aGBP _b52.99
500			_aPart 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			_aHospitality 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.
650			_aMarketing for hospitality _915017
700			_aButtle, Francis _915018
700			_aBowie, David _915019
942			_cBK _2ddc
999			_c5655 _d5655