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Hospitality Marketing
Principles and Practices
Langbeschreibung
Hospitality Marketing is an introductory textbook which shows readers how to apply the principles of marketing within the hospitality industry.
Inhaltsverzeichnis
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 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
Dogan Gursoy is the Taco Bell Distinguished Professor in Hospitality Business Management at Washington State University in the School of Hospitality Business Management and the editor of Journal of Hospitality Marketing & Management. He is also the recipient of the 2021 ICHRIE Lifetime Research Achievement Award and the 2019 University of Delaware's Michael D. Olsen Research Achievement Award. Dr. Gursoy is recognized as one of the leading researchers in the hospitality and tourism area. He is consistently ranked as one of the top 10 hospitality and tourism researchers in the world based on the publications in top hospitality and tourism journals. Dr. Gursoy's research has high impact and is widely cited. Dr. Gursoy also receives frequent invitations to give keynote speeches at international hospitality and tourism conferences. He is also an active member of several industry and academia associations.
ISBN-13:
9781000624892
Veröffentl:
2022
Seiten:
424
Autor:
Dogan Gursoy
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
0 - No protection
Sprache:
Englisch
73,49 €*
Lieferzeit: Sofort lieferbar
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