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Books > Business & Economics > Industry & industrial studies > Service industries > Hospitality industry
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Marketing Tourism, Events and Food 2nd edition - A customer based approach (Paperback, 2nd New edition)
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Marketing Tourism, Events and Food 2nd edition - A customer based approach (Paperback, 2nd New edition)
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* A guide to experience marketing within the Tourism, Hospitality,
Events and Food (THEF) industries; * Looks at the specific nature
of marketing within these industries using international examples
and theories to evaluate the ways in which experiences; * Fully
supported with a route map to guide the reader through the book; *
Contains end of chapter review questions and case studies to
consolidate learning. Targeted at second year undergraduate
students through to master's level post-graduate, 'Marketing
Tourism, Events and Food 2nd edition' takes the reader through a
logical examination of key marketing debates, theories and
approaches and encourages them to explore their own thoughts, ideas
and opinions. It analyses areas such as marketplace value and value
creation, consumers and consumption, taste and identity,
sustainability and power, as well as semiotics and commercial myth
making, and offers a contemporary examination of these industry
sectors with experiential aspects of marketing and productive
consumption playing an important role throughout. Divided into 10
chapters for easy semester teaching it covers issues such as: *
Traditional Approaches to Marketing in THEF (Parts 1 & 2) *
Marketing Perspectives and Value Creation * Consumers and
Consumption of THEF; Making sense of your marketing audience *
Semiotics and Meaning in THEF Marketing * THEF Experiences * Taste,
taste makers and THEF Marketing * Social media marketing, brand
community and communities of consumption * Sustainable Marketing in
THEF It concludes by offering a fresh approach to marketing within
Tourism, Hospitality, Events & Food, synthesising the
experiential approach offered within this book and traditional
approaches to marketing within the sector.
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