Chapter 1. Introduction to hospitality marketing. Lecture plan. What is Marketing? Definitions Hierarchy of customer value Marketing Concept Management Orientations Environmental Influences Macro Micro Special Characteristics of Services Marketing Hospitality Marketing Mix.
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Introduction to hospitality marketing
Many different definitions of marketing
The central purpose of marketing is to manage demand
influences on hospitality organizations
Hospitality companies have more influence over the micro-environment than over the macro-environment
based on the eight marketing activities
paradigm shift in marketing. Management Decision, 32, 4–20.
Tourism (5th ed.). Prentice Hall.