商品簡介
This introductory textbook shows you how to apply the principles of marketing within the hospitality industry.
Written specifically for students taking marketing modules within a hospitality course, it contains examples and case studies that show how ideas and concepts can be successfully applied to a real-life work situation. It emphasizes topical issues such as sustainable marketing, corporate social responsibility and relationship marketing. It also describes the impact that the internet has had on both marketing and hospitality, using a variety of tools including a wide range of internet learning activities.
This 3rd Edition has been updated to include:
- coverage of hot topics such as use of techonology and social media, power of the consumer & effect on decision making, innovations in product design and packaging, ethical marketing and sustainability marketing
- additional Online Resources including: PPT, test bank of questions, weblinks & additional case studies
- New/updated international case studies looking at a broad range of hospitality setting such as restaurants, cafes and hotels.
- Features: New discussion questions at the end of each chapter
作者簡介
David Bowie is Senior Lecturer in Hospitality at the Oxford School of Hospitality Management at Oxford Brookes University. David teaches hospitality and tourism marketing on the MSc programmes. He is the module leader for Marketing Across Cultures, Marketing Management Contemporary Issues and supervises Dissertation projects His main research interest is branding and his current focus is on hotel brand history
Francis Buttle is an honorary professor of marketing and customer relationship management author of more than 125 peer-reviewed papers and 11 books. Buttle has taught Customer Relationship Management in universities in three different continents. He was appointed to a sponsored chair at Manchester Business School in the UK. Buttle currently lives and operates a customer management consulting company in Sydney, Australia.
Maureen Brookes is a Reader in Marketing and a Teaching Fellow within the Oxford School of Hospitality Management at Oxford Brookes University. She is currently President (elect) for ICHRIE, the largest global professional association of hospitality and tourism educators, researchers and industry members. Her research and publications are on franchising and plural organisations, covering diverse topics such as partner selection, entrepreneurship, relational development and knowledge transfer.
Anastasia Mariussen is an account manager and strategist at Google working with large Norwegian companies. After studying for her PhD at the Oxford School of Hospitality Management, Anastasia held a position of Associate Professor at the Oslo School of Management and participated in a number of international projects as a consultant or a board member. Anastasia’s interests involve digital and multichannel marketing, affiliate networking, mobile marketing, online distribution, employment of ITC and social media in hospitality and tourism businesses, attribution modelling and online marketing performance measurement.
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