Hospitality Marketing

ISBN-13: 9781138163539 / Angielski / Twarda / 2017 / 340 str.

Neil Wearne;Alison Morrison

Opis

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.

Recenzje

` ...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

Spis treści

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.

O autorze

Neil Wearne was the marketing specialist and lecturer at the Regency Hotel School in South Australia from 1989. In that time he developed marketing courses and lectured students in the Diploma of Business (Hospitality). He combined his extensive experience in marketing management with his flair for communication to write a number of texts for students of hospitality marketing. Neil’s talents in the areas of human behaviour, communication, illustration and writing produced a focus on the practical aspects of marketing which students understood. He maintained involvement with the hospitality industry and was able to inspire students with reference to current hospitality business practices. He maintained a dynamic marketing perspective, and is remembered by colleagues and students for his vital energy and innovative approaches to learning. Sadly, Neil Wearne died suddenly on 4 June 1993.