Hospitality Marketing is an introductory textbook which shows readers
how to apply the principles of marketing within the hospitality
industry.
The fourth edition contains examples and case studies exemplifying how
ideas and concepts discussed within its chapters can be successfully
applied to a real-life work situation, with an emphasis throughout on
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 fourth edition has been updated to include:
- New content on social media marketing, user-generated content,
group-buying behaviour, franchising, internationalization,
non-predictable factors affecting sales and marketing such as
COVID-19, the role of marketing in creating a competitive advantage
and the role of events and experiences in marketing
- New extensive exploration of the role of technology in marketing
including the use of artificial intelligence, service robots and the
metaverse to develop and deliver service and/or to measure customer
experience
- Updated online resources including a PowerPoint deck, a test bank of
questions and added links to YouTube and Instagram content
- New/updated international case studies including many more from Asian
and African destinations
This book is written specifically for students taking marketing modules
within hospitality courses and is a valuable resource to promote
learning.
