新生學校財團法人新生醫護管理專科學校圖書館 |

Hospitality marketing = an introduction /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Hospitality marketing/ David Bowie and Francis Buttle.
其他題名:	an introduction /
作者:	Bowie, David,
其他作者:	Buttle, Francis.
出版者:	Amsterdam ;Elsevier Butterworth-Heinemann, : 2004.,
面頁冊數:	1 online resource (350 p.) :ill. :
標題:	Hospitality industry - Marketing. -
電子資源:	http://www.sciencedirect.com/science/book/9780750652452
ISBN:	9780750652452

Hospitality marketing = an introduction /
Bowie, David,1951-

Hospitality marketingan introduction /[electronic resource] :David Bowie and Francis Buttle. - Amsterdam ;Elsevier Butterworth-Heinemann,2004. - 1 online resource (350 p.) :ill.

Includes bibliographical references and index.

Part A: Introduction: Introduction to hospitality marketing; Part B: Pre-encounter marketing; Marketing research; Understanding and segmenting customers; Competitive strategies; Developing the offer; Locating the offer; Pricing the offer; Distributing the offer; Communicating the offer; Part C: Encounter marketing; Managing the physical environment; Managing service processes; Managing customer-contact employees; Part D: Post-encounter marketing; Managing customer satisfaction; Relationship marketing; Part E: The marketing plan; Marketing Planning.

Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. * DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. * AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers. * Contextualises the marketing mix for the hospitality industry. * Contains real-life examples, mini case studies and exercises to illuminate analysis and help understanding.

ISBN: 9780750652452

Source: 93742:93741Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

96867
Hospitality industry
--Marketing.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: TX911.3.M3 / B69 2004

Dewey Class. No.: 647.940688

Hospitality marketing = an introduction /
LDR:03661cmm 2200409Ia 4500 001 166590
003 OCoLC
005 20111122090956.0
006 m d
007 cr cn|||||||||
008 160302s2004 ne a ob 001 0 eng d
019 $a 126825395 $a 441774963
020 $a 9780750652452
020 $a 0750652454
020 $a 9780080472942 (electronic bk.)
020 $a 008047294X (electronic bk.)
020 $a 661096629X (electronic bk.)
020 $a 9786610966295 (electronic bk.)
035 $a (OCoLC)474951948 $z (OCoLC)126825395 $z (OCoLC)441774963
035 $a ocn474951948
037 $a 93742:93741 $b Elsevier Science & Technology $n http://www.sciencedirect.com
040 $a OPELS $b eng $c OPELS $d OCLCQ $d N $d MERUC $d IDEBK $d OCLCQ
049 $a TEFA
050 4 $a TX911.3.M3 $b B69 2004
072 7 $a BUS $x 060000 $2 bisacsh
082 0 4 $a 647.940688 $2 22
082 0 4 $a 647.0688 $2 22
100 1 $a Bowie, David, $d 1951- $3 324020
245 1 0 $a Hospitality marketing $h [electronic resource] : $b an introduction / $c David Bowie and Francis Buttle.
260 $a Amsterdam ; $a Boston : $c 2004. $b Elsevier Butterworth-Heinemann,
300 $a 1 online resource (350 p.) : $b ill.
504 $a Includes bibliographical references and index.
505 0 $a Part A: Introduction: Introduction to hospitality marketing; Part B: Pre-encounter marketing; Marketing research; Understanding and segmenting customers; Competitive strategies; Developing the offer; Locating the offer; Pricing the offer; Distributing the offer; Communicating the offer; Part C: Encounter marketing; Managing the physical environment; Managing service processes; Managing customer-contact employees; Part D: Post-encounter marketing; Managing customer satisfaction; Relationship marketing; Part E: The marketing plan; Marketing Planning.
520 $a Hospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: * BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. * DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. * AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers. * Contextualises the marketing mix for the hospitality industry. * Contains real-life examples, mini case studies and exercises to illuminate analysis and help understanding.
588 $a Description based on print version record.
650 0 $a Hospitality industry $x Marketing. $3 96867
650 0 $a Hotels $x Marketing. $3 324021
650 6 $a Accueil (Tourisme) $x Marketing. $3 324022
650 6 $a H�otels $x Marketing. $3 324023
650 7 $a BUSINESS & ECONOMICS $x Small Business. $2 bisacsh $3 251838
650 1 7 $a Horeca. $2 gtt $3 324024
650 1 7 $a Marketing. $3 73316
655 4 $a Electronic books. $2 local. $3 96803
700 1 $a Buttle, Francis. $3 96865
776 0 8 $i Print version: $a Bowie, David, 1951- $t Hospitality marketing. $d Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2004 $z 0750652454 $z 9780750652452 $w (OCoLC)55586848
856 4 0 $3 ScienceDirect $u http://www.sciencedirect.com/science/book/9780750652452
938 $a Ingram Digital eBook Collection $b IDEB $n 96629
994 $a C0 $b TEF