Hospitality Sales: A Marketing Approach

ISBN-13: 9780471296799 / Angielski / Twarda / 1999 / 352 str.

Margaret Shaw; Susan V. Morris

Opis

The communication aspect of marketing is the primary focus of sales in the hospitality industry. This involves direct personal selling to potential customers and having the right product in the right place at the right time, and at the right price. This book deals with personal selling, specifically the sales process, sales management, sales, and technology. It examines the basic elements of hospitality sales, paying particular attention to advances in the fields of management and operations, and customer service technology. Coverage is also given to the growing presence of supplier partnerships and relationship marketing. The authors explain concepts and practices throughout the book by using case examples.

Spis treści

SETTING THE STAGE.

Introduction to Sales and Marketing.

The Marketing Communication Mix.

THE PLAYERS.

Hospitality Customers: The Buyers.

Hospitality Businesses: The Suppliers.

Hospitality Businesses: More Suppliers.

PERSONAL SELLING AND SALES MANAGEMENT.

Personal Selling: The Sales Process.

Personal Selling: The Delivery.

Sales Management.

Sales and Technology: Part A Management and Operations.

Sales and Technology: Part B The Hospitality Customer.

INTERMEDIARIES AND PARTNERSHIPS.

Intermediaries.

Hospitality Partnerships.

Glossary.

Index.

O autorze

MARGARET SHAW, BS, MBA, PhD, is Professor at the University of Guelph in Ontario, Canada. SUSAN V. MORRIS, Vice President, Marketing for HQ Global Workplaces, Inc., spent ten years at the top levels of the Marriott sales organization.

Blurb

What It Takes to be a Leader in Hospitality Sales–Principles and Techniques for Success What′s the key to success in today′s competitive hospitality industry? Sales–the art and science of telling potential customers that you have the product they need, when they need it, and where, at a price that′s right for them. Hospitality Sales: A Marketing Approach provides in–depth instruction based on the strategies of leading hospitality organizations. This comprehensive book introduces crucial sales and marketing concepts and describes how they apply to hospitality businesses and customers. An unparalleled teaching resource, this book:
∗ Presents selling as the vital link between marketing and operations
∗ Explains concepts and practices with clear, real–world examples
∗ Explores sales management technology, from office automation and yield management technology to point–of–sale systems and guest service technology
∗ Provides summaries and discussion questions at the end of each chapter
∗ Features a quick–reference glossary of important terms
Hospitality Sales: A Marketing Approach introduces students in any undergraduate program to the real world of hospitality sales and gives them the solid grounding they will need to embark on a successful career in hospitality sales.