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Hospitality Marketing / Edition 2

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Overview

Hospitality Marketing is a no-nonsense, practical book which has been revised and adapted for a wider market, including European and international examples. It shifts the major emphasis of hospitality marketing onto building a business from the inside by word-of-mouth rather than relying mostly on the endeavours of outside promotion.

Hospitality marketers are encouraged to build a customer base by constantly improving the customer's experiences at the point of sale. Hospitality Marketing aims to help you direct your decisions concerning marketing strategies towards what happens to and for the customers.

Audience: BTEC, undergraduate and diploma level students of hospitality, professionals taking the HCIMA exams, practising hospitality managers.

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Editorial Reviews

From the Publisher
' ...Essential reading for practitioners in the industry who have not had the opportunity for more formal business or marketing training ... an excellent text for vocational hospitality courses (and) industry short courses ... '
Australian Journal of Hospitality Management


































Booknews
An introductory text to hospitality marketing covering 33 different topics in marketing strategy with a customer orientation and dedication to the study of proven common practice. The authors present simple, straight forward explanations of marketing analysis and theory, management, service strategies, planning, research, and promotion. This revised edition adapts its content to a wider market, including European and international examples. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780750626880
  • Publisher: Taylor & Francis
  • Publication date: 5/5/1996
  • Edition description: REVISED
  • Edition number: 2
  • Pages: 256
  • Product dimensions: 7.44 (w) x 9.69 (h) x 0.71 (d)

Meet the Author

She has an MSc in Entrepreneurial Studies and her Ph.D. thesis investigated small firm strategic alliances. Since 1979 she has been an entrepreneur in her own right, owning and operating a number of restaurant and hotel businesses. In addition, she regularly undertakes consultancy projects for entrepreneurs both in the UK and internationally.

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Table of Contents

The marketing function; The marketing environment; The marketing mix; Market analysis; Segmentation by purchase motivations; The customer mix; Target marketing; The product mix; The service concept; Service strategies; Marketing management; The planning discipline; The marketing audit; The marketing information system; Market and marketing research; Sustainable competitive advantage; Positioning; Local hotel strategies; Positioning strategies; Strategic solutions; Growth strategies; Pricing strategies; Promotion strategies; In-reach sales tactics; Out-reach sales tactics; Advertising strategies; Advertising: creative strategies; Advertising: media and budgets; Sales promotion, publicity strategies; Direct marketing strategies; Product development strategies; Forecasting market demand; Product strategies.

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