“Accessibly written and thoughtfully edited, making it essential reading for those studying hospitality and embarking on a career in the industry.” - Peter Lugosi, Oxford School of Hospitality Management “This text is a fascinating read… Roy Wood has spent 25 years teaching, researching and writing on the hospitality industry - much of that learning is here in this book.” - Erwin Losekoot, Auckland University of Technology “All different aspects of the hospitality industry are elaborated on… All in all a wonderful course book for for our students!” - Claudia Rothwangl, ITM College This book covers the major concepts students are likely to encounter throughout their study within the hospitality management, giving a comprehensive and up-to-date overview as well as providing engaging everyday examples from around the world. A leading figure in the field, Roy Wood has successfully gathered international contributors with direct experience of hospitality management and the hospitality industry as a whole, ensuring the academic, geographical and practical integrity of the book. Key Concepts in Hospitality Management is written for undergraduate students and those studying short postgraduate or executive education courses in hospitality management, events management, tourism management and leisure management.
Chapter : Editor's Introduction
Marketing in Hospitality
See also: Consumer behaviour in hospitality; Customer relationship management in hospitality; Hotels, hospitality and sustainability; Hotels and the internet; Information technology in hospitality
An early definition of marketing proposed by the UK-based Chartered Institute of Marketing (1976: 1) was as follows: ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably’. The CIM more recently has considered the new developments that the marketing discipline has adopted, including the power of the customer, the influence of technology, fragmentation of markets, new methods of market research, the role of people and ethics. They have proposed a new definition to [Page 114]address these issues as follows: ‘Marketing is the strategic business function that creates value by stimulating, facilitating and ...