This handbook consists of 19 chapters that critically review mainstream hospitality marketing research topics and set directions for future research efforts. Internationally recognized leading researchers provide thorough reviews and discussions, reviewing hospitality marketing research by topic, as well as illustrating how theories and concepts can be applied in the hospitality industry. The depth and coverage of each topic is unprecedented. A must-read for hospitality researchers and educators, students and industry practitioners.The inherent differences between goods and services led to the development of an alternative marketing mix for the hospitality industry. Renaghan (1981) felt that the traditional marketing mix had little utility for the service industries (i.e., anbsp;...
|Title||:||Handbook of Hospitality Marketing Management|
|Publisher||:||Routledge - 2009-11-04|