This handbook analyzes the main issues in the field of hospitality
marketing by focusing on past, present and future challenges and
trends from a multidisciplinary global perspective. The book
uniquely combines both theoretical and practical approaches in
debating some of the most important marketing issues faced by the
hospitality industry. Parts I and II define and examine the main
hospitality marketing concepts and methodologies. Part III offers a
comprehensive review of the development of hospitality marketing
over the years. The remaining parts (IV-IX) address key
cutting-edge marketing issues such as innovation in hospitality,
sustainability, social media, peer-to-peer applications, Web 3.0
etc. in a wide variety of hospitality settings. In addition, this
book provides a platform for debate and critical evaluation that
enables the reader to learn from the industry's past mistakes as
well as future opportunities. The handbook is international in its
constitution as it attempts to examine marketing issues, challenges
and trends globally, drawing on the knowledge of experts from
around the world. Because of the nature of hospitality, which often
makes it inseparable from other industries such as tourism, events,
sports and even retail, the book has a multidisciplinary approach
that will appeal to these disciplines as well as others including
management, human resources, technology, consumer behavior and
anthropology.
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