Hospitality Marketing

David Bowie is a Senior Lecturer in Marketing at the Oxford School of Hospitality Management at Oxford Brookes University, UK. David has taught Hospitality and Tourism Marketing at the undergraduate, master's and doctoral level. His main research interest is branding. David has over 30 years of practical hospitality management experience. Francis Buttle is an honorary professor of Marketing and Customer Relationship Management, and author of more than 125 peer-reviewed papers and 11 books. Buttle has taught Customer Relationship Management in universities on three different continents, and was appointed to a sponsored chair at Manchester Business School in the UK. He 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, UK. She is currently President (elect) for ICHRIE, the largest global professional association of hospitality and tourism educators, researchers and industry members, fromer President of EuroCHRIE, CHME Honorary Fellow and Professional Review Panel member for the Institute of Hospitality. Her research and publications are on franchising and plural organizations, 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, UK, she held a position of Associate Professor at the Oslo School of Management, Norway, and participated in a number of international projects as a consultant or 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.

Preface
Structure and learning features
Acknowledgements

Part A: Introduction
1.Introduction to hospitality marketing

Part B: Pre-encounter Marketing

2. Marketing research

3. Understanding and segmenting customers

4. Competitive strategies

5. Developing the offer

6.Locating the offer

7. Pricing the offer and Revenue Management

8. Distributing the offer

9. Communicating the offer

Part C: Encounter Marketing
10. Managing the physical environment

11. Managing service processes

12. Managing customer-contact employees

Part D: Post-encounter Marketing

13. Managing customer satisfaction

14. Relationship marketing

Part E: The Marketing Plan

15. Marketing planning

Index