001: 19BKE001288
003: Starlibrary PMS 4.5
005: 20180403
020: ^a9780080967912
066: ^aDa.H
072: ^ahospitality industry -- marketing
082: ^a647.06
100: ^aDavid Bowie
240: ^aHospitality marketing: principles and practice
245: ^a ^b principles and practice
260: ^aamsterdam; bosto ^b elsevier butterworth-heinemann ^c2011
300: ^b434p, 27cm
500: ^athis 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
650: ^ahotels -- marketing
650: ^abusiness & economics -- small business
700: ^a francis buttle
520: ^a1. introduction to hospitality marketing --br // part b: pre-encounter marketing --br // 2. marketing research --br // 3. understanding and segmenting customers --br // 4. competitive strategies --br // 5. developing the offer --br // 6. locating the offer --br // 7. pricing the offer --br // 8. distributing the offer --br // 9. communicating the offer --br // part c: encounter marketing --br // 10. managing the physical environment --br // 11. managing service processes --br // 12. managing customer-contact employees --br // part d: post-encounter marketing --br // 13. managing customer satisfaction --br // 14. relationship marketing --br // part e: the marketing plan --br // 15. marketing planning