Published March 22nd 2011 by Routledge – 434 pages
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 emphasizes 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.
'Francis Buttle's first book Hotel & Foodservice Marketing set the standard for hospitality marketing textbooks back in the 1980s. Buttle and his co-author David Bowie have set a new benchmark. This book not only covers the range of essential theory but is supported with industry relevant examples. It is well written, and will prove to be an essential text for students' – J. S. Perry Hobson, PhD, Editor-in-Chief, Journal of Vacation Marketing and Head, School of Tourism & Hospitality Management, Southern Cross University, Australia
'Concise but comprehensive, providing all the basics of marketing; and laying a solid foundation for further in-depth study… It is an excellent resource for students as well as practitioners.' – Vincent C.S. Heung, Ph.D, Associate Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University
'A refreshingly innovative text that explores current practice and the latest thinking in hospitality marketing; an essential resource for students, academics and practitioners.' – Professor Nigel Hemmington, Head of School of Services Management, Bournemouth University, UK
'This is a welcome addition to the literature given its depth of understanding of hospitality as a business and the use of marketing as an application. Unlike many other books the structure provides clarity by means of placing marketing as the intervention of pre, during and post consumption encounters. Overall, this book will be judged a necessary addition to any hospitality and tourism practitioner or student.' – Dr. David Gilbert, Professor of Marketing, School of Management, University of Surrey, UK
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 Offer 6. Locating the Offer 7. Pricing the Offer 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. Managing Customer Satisfaction 14. Relationship Marketing Part E: The Marketing Plan 15. Marketing Planning
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