000			02159cam a2200289zu 4500
001			10086302
003			FRCYB10086302
005			20250108085535.0
006			m o d
007			cr un
008			250108s2004 fr | o|||||0|0|||eng d
020			_a9780750652452
035			_aFRCYB10086302
040			_aFR-PaCSA _ben _c _erda
100	1		_aBowie, David
245	0	1	_aHospitality Marketing _bAn Introduction _c['Bowie, David', 'Buttle, Francis']
264		1	_bTaylor & Francis _c2004
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aBowie, David
700	0		_aButtle, Francis
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/10086302 _qtext/html _a
520			_aHospitality Marketing: an introduction takes a unique approach to outlining marketing processes in the hospitality industry. Ideal for those new to the topic of marketing, this text contextualises the subject for the hospitality sector. It discusses the eight elements of the marketing mix with direct reference to the specifics of the hospitality industry and approaches the whole process in three stages, as would the hospitality marketing manager: BEFORE customers visit the hotel / restaurant, the marketing task is to research the market, manage customer expectations and motivate trial purchase through product / service development, pricing, location, distribution and marketing communication. DURING the service encounter, the task is to meet or exceed customer expectation by managing the physical evidence, service processes and employee behaviour. AFTER the service encounter, the task is to audit quality and customer satisfaction, and promote a longer term mutually beneficial relationship with customers through relationship marketing initiative. Hospitality Marketing is a complete learning resource, with real-life examples, case studies and exercises in the text, plus an accompanying website which provides solutions to the exercises, further case studies and links to relevant sites to support both students and lecturers.
999			_c81200 _d81200