principles and practice Bowie, David 1951- creator Buttle, Francis. text bibliography ne Amsterdam Boston Elsevier / Butterworth-Heinemann c2011 2011 2nd ed. monographic eng

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xii, 434 p. : ill. ; 25 cm. "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 emphasises 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"--Back cover. Introduction to hospitality marketing -- Marketing research -- Understanding and segmenting customers -- Competitive strategies -- Developing the offer -- Locating the offer -- Pricing the offer -- Distributing the offer -- Communicating the offer -- Managing the physical environment -- Managing service processes -- Managing customer-contact employees -- Managing customer satisfaction -- Relationship marketing -- Marketing planning. David Bowie and Francis Buttle. Includes bibliographical references and index. Hospitality industry Marketing Hotels Marketing TX911.3 .M3B69 2011 9780080967912 (pbk.) 0080967914 (pbk.) 2012472721 DLC 130122 20260113144406.0 eng