Hospitality marketing / D.Bowie, F.Buttle, M.Brookes, A.Mariussen. - 3rd ed. - London; New York: Routledge, 2017. - xxiii, 410 p.: ill. - Bibliogr. at the end of the art. - Ind.: p.391-410. - ISBN 978-1-138-92747-6 Шифр: 01  Место хранения:   01 | ГПНТБ СО РАН | Новосибирск

Оглавление / Contents

List of figures ................................................ ix List of tables ................................................. xi List of case studies ......................................... xiii List of marketing insights ..................................... xv Preface ...................................................... xvii Structure ..................................................... xix Learning features ............................................. xxi Acknowledgements ............................................ xxiii PART A: INTRODUCTION 1 Introduction to hospitality marketing ........................ 3 PART B: PRE-ENCOUNTER MARKETING 2 Marketing research .......................................... 39 3 Understanding and segmenting customers ...................... 57 4 Competitive strategies ...................................... 91 5 Developing the offer ....................................... 131 6 Locating the offer ......................................... 155 7 Pricing the offer and revenue management ................... 173 8 Distributing the offer ..................................... 199 9 Communicating the offer .................................... 219 PART C: ENCOUNTER MARKETING 10 Managing the physical environment .......................... 263 11 Managing service processes ................................. 283 12 Managing customer-contact employees ........................ 307 PART D: POST-ENCOUNTER MARKETING 13 Managing customer satisfaction ............................. 329 14 Relationship marketing ..................................... 345 PART E: THE MARKETING PLAN 15 Marketing planning ......................................... 363 Index ......................................................... 391