На главную Библиотеки США

Библиотеки


Киев НАУ - Результаты поиска

Критерии поиска
в найденном

Формат представления найденных документов:
полныйинформационныйкраткий

Поисковый запрос: (<.>A=FRANCIS, BUTTLE$<.>)
Найдено 1 книг(а)/журнал(ов)
1.
65.050
B-98


    Francis, Buttle.
    Hotel and food service marketing [Текст] / Buttle Francis. - London : Cassell, 1994. - 414 с. - ISBN 0-304-31533-8 : Б. ц.
    Содержание:
Acknowledgements ix
Preface xi
PART i fundamentals of Marketing . - С .1
The Service Sector and Hospitality . - С .3
Chapter preview 3; Learning objectives 3: The service economy 4;
Services defined 5; Hotel and catering industry 8:
Leisure industry 12;
The hotel sector 13; The catering sector 16; Chapterreview 18;
Questions 19; References . - С .19
2. First Principles . - С .21
Chapter preview 21; Learning objectives 21; Marketingdefined 21;
Hospitality marketing 23; International variations 24;
Expanding the definitions of marketing 24; Themarketing concept 24; Marketing orientation 26;
Marketing management 28; Demand management 28;
The tools of the trade 31; The marketing environment
32; Operating environment 33; Extraneous environment
35; Chapter review 39;
Questions 40; References . - С .40
3. Marketing Research . - С .42
Chapter preview 42; Learning objectives 42; What ismarketing research? 43; Research motives 44; Themarketing research industry 45;
Research procedure 46; Analysis of information needs
46; Finding information sources 49; Collecting theinformation 52; Analysing the information 70; Usingthe information 71; Chapter review 71; Questions
73; References . - С .73
4. Consumer Behaviour . - С .75
Chapter preview 75; Learning objectives 75; Why studyconsumer behaviour? 75; The structure of knowledgeabout consumer behaviour
76; Key concepts in consumer behaviour 77; personal characteristics 78;
Social influence 98; Culture 106; Models of consumerbehaviour 107;
Chapter review 110; Questions 112; References . - С .112
5. Identifying Target Markets . - С .115
Chapter preview 115; Learning objectives 115; Thebasics of market targeting 115; Market segmentation
116; Segmentation procedure 117;
Segmentation variables 120; Benefits of markettargeting 130; Chapter review 131; Questions 131;
References . - С .132
PART II—Planning Marketing Strategy . - С .135
6. Company and Marketing Planning . - С .137
Chapter preview 137; Learning objectives 137; Whyplan?; Corporate planning 137; Objectives 139;
Forecasting 144; Internal and external audit 149;
Determining constraints 154; Determining profit gaps
154;
Evaluate causes in action 155; Produce strategies andformulate policies and plans 155; People in planning
155; Chapter review 157; Questions
157; References . - С .157
7. Creating Marketing Strategy . - С .159
Chapter preview 159; Learning objectives 159,
Strategy, policy and tactics 159; Marketing strategy
160; Relationship to corporate objectives
161; Selecting strategic business units 161; Writingmarketing objectives
166; The strategic marketing mix 168; Implementation,control and organisation 171; Planning in practice
177; Chapter review 178;
Questions 179; References . - С .179
PART III—The Marketing Mix . - С .181
Section I: Product . - С .183
8. The Product . - С .184
Chapter preview 184; Learning objectives 184; What isa product? 184;
The hotel product 186; Food service. 188; Functions
190; Product classification schemes 191; Product lifecycle 191; Pie variations 194;
Using the Pie 197: Product decisions 201; Chapterreview 202; Questions
202; References . - С .203
9. Marketing New Products . - С .204
Chapter preview 204; Learning objectives 204; What isnew? 204; Why develop new products? 205; New product development 206; New product strategy development 207;
Idea generation 207; Screening and evaluation 210;
Business analysis 212; Development 215; Testing 216;
Commercialisation 218; New product adoption 219; Newproduct success 221; New product marketing strategy
223; Chapter review 224;
Questions and exercises 225; References . - С .226
10. Marketing Mature Products . - С .227
Chapter preview 227; Learning objectives 227; Themature product scene 227; Marketing strategies formature products 228; Product deletion 230; Chapterreview 231; Questions 232; References . - С .232
Section 2: Price . - С .233
11. Principles of Pricing . - С .234
Chapter preview 234; Learning objectives 234;
Introduction 234; What is price? 235; Influences uponpricing decision making 236; Chapter review 247;
Questions 248; References . - С .249
12. Mechanics of Pricing . - С .250
Chapter preview 250; Learning objectives 250; Pricingtechniques 250;
Cost-oriented pricing techniques 251;
Profitability-oriented pricing techniques 255;
Competitor-oriented pricing techniques 261;
Marketing-oriented pricing techniques 261; Specialissues in pricing 265;
Chapter review 273; Questions 274; References . - С .274
Section 3: Distribution . - С .275
13. Principles of Distribution and Channel
Management . - С .276
Chapter preview 276; Learning objectives 276; Scope of
distribution
276; Channel functions and flows 277; Channel members
278;
Organisational patterns in hospitality marketingchannels 284; Channel planning 285; Chapter review
287; Questions and exercises 289;
References . - С .289
14. Physical Distribution . - С .291
Chapter preview 291; Learning objectives 291; Scope of
physical distribution 291; Location of services 292;
Locating hospitality outlets
296; Chapter review 296; Questions and exercises . - С .297
Section 4: Promotion . - С .299
15. Principles of Promotion . - С .300
Chapter preview 300; Learning objectives 300; The role
of promotion
300; The promotion mix 301; Communication problems 302;
Communication theory 303; Budgeting the promotion mix
308; Chapter review 313; Questions 313; References . - С .314
16. Advertising Theory . - С .315
Chapter preview 315; Learning objectives 315;
Introduction 315; The aims of advertising 316;
Advertising styles 316; How does advertising work?
317; Historical review 317; The contemporary view 320;
Chapter review 323; Questions 323; References . - С .324
17. Advertising Management . - С .325
Chapter preview 325; Learning objectives 5. ; Theadvertising industry
325; Managing the advertising function 328;
Advertising objectives 328;
The advertising appropriation 331; Basic copy strategy
335; Execution
336; Pre-testing 339; Media planning 340: Media buying
350; Posttesting methods 352; Chapter review 353;
Questions and exercises 354;
References . - С .355
18. Selling and Sales Management . - С .356
Chapter preview 356; Learning objectives 356;
Introduction 356; Who sells? 356; The sales task 358;
The role of sales manager 359; Sales force size 360;
Determining sales force structure 362; Selecting sales
persons
363; Designing the salesperson's job 365; Trainingsalesmen 367;
Devising remuneration systems 368; Controlling,supervising, evaluating and motivating 370; Chapterreview 372; Questions and exercises 373; References . - С .373
19. Sales Promotion, Direct Mail and Sponsorship
Management . - С .375
Chapter preview 375; Learning objectives 375;
Introduction 375;
Managing sales promotion 376; Budgeting for salespromotion 376;
Apportioning the budget 377; Planning individual sales
promotions 378;
Direct mail 381; Sponsorship 384; Chapter review 385;
Questions and exercises 386; References . - С .386
20. Merchandising . - С .388
Chapter preview 388; Learning objectives 388;
Merchandising defined
388; Merchandising objectives 389; How merchandisingworks 390; Why merchandising works 392; Merchandisingstimuli 393; Planned merchandising 396; Chapter review
398; Questions 398; References . - С .398
21. Public Relations . - С .400
Chapter preview 400; Learning objectives 400;
Introduction 400;
Techniques 401; Managing Public Relations 403; Chapter
review 405;
Questions and exercises 405; References . - С .406
Index . - С .407
УДК

Кл.слова (ненормированные):
Бізнес готельний -- Hotel business -- Бизнес гостинничный -- Економіка тіньова -- Shade economy -- Экономика теневая -- Ціноутворення -- Pricing -- Ценообразование -- Реклама -- Advertisement -- Реклама -- Фінанси міжнародні -- International finances -- Финансы международные

Экземпляры всего: 1
АБ (1)
Свободны: АБ (1)
Найти похожие




 


Всё содержание, включая идеи оформления и стиль, являются объектом авторского права.
Библиографические записи - собственность библиотек и размещены на сайте для ознакомления.
Доступ к ним предоставляется бесплатно. Никаких платных услуг, в т.ч. по ЭДД, сайт не оказывает.
Копирование и размещение материалов на других сайтах без письменного разрешения запрещено.
© e-catalog.name, 2007-2017