Hospitality Marketing / Edition 2

Hospitality Marketing / Edition 2

by Neil Wearne, Alison Morrison
     
 

ISBN-10: 0750626887

ISBN-13: 9780750626880

Pub. Date: 05/05/1996

Publisher: Taylor & Francis

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

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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.

Product Details

ISBN-13:
9780750626880
Publisher:
Taylor & Francis
Publication date:
05/05/1996
Edition description:
REVISED
Pages:
340
Product dimensions:
7.44(w) x 9.69(h) x 0.71(d)

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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