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Marketing-Management in der Hotellerie
Paperback
Series: de Gruyter Studium
Publisher Price: $50.99
ISBN13: 9783110714456
Publisher: de Gruyter Oldenbourg
Published: May 3 2022
Pages: 827
Weight: 2.85
Height: 1.64 Width: 6.69 Depth: 9.61
Language: German
Ziel des Buches ist es, aufbauend auf einem integrativen und ganzheitlichen Marketingverständnis, die grundlegenden strategischen und operativen Gestaltungskomplexe des Marketing-Management in der Hotellerie - mit Blick auf die aktuellen Herausforderungen der Branche - darzustellen. Zahlreiche Praxisbeiträge und Marketing-Highlights aus der nationalen und internationalen Hotellerie, ermöglichen es dem Leser, Marketingentscheidungen und deren Konsequenzen vor dem Hintergrund der theoretischen Erkenntnisse kritisch zu reflektieren.
Die 4. vollständig überarbeitete und aktualisierte Auflage des Standardwerks Marketing-Management in der Hotellerie umfasst neben Beiträgen aus der Unternehmenspraxis (Hotel Bareiss, Ritz Carlton, Choice Hotels, Lindner Hotels, Accor, 25hours, Sonnenalp Resort) und der Hotelberatung (Toedt, Dr. Selk & Coll, TREUGAST Solutions Group, Zarges von Freyberg Hotelconsulting, CHD Experts), auch Überarbeitungen und Erweiterungen, insbesondere im Bereich der elektronischen Distribution sowie der Onlinekommunikation und der sozialen Medien.
Das vorliegende Werk bietet sowohl Studenten, Dozenten als auch Praktikern, den im deutschsprachigen Raum wohl umfangreichsten und aktuellsten Überblick über die Anforderungen eines professionellen und integrierten Marketingansatzes in der Hotellerie und schlie t damit eine wesentliche Lücke in der Marketing- und Tourismuswissenschaft.
- Marketing als Führungsphilosophie und Leitkonzept der Unternehmensführung
- Verhaltenswissenschaftliche Grundlagen des Marketing-Management
- Strategisches und operatives Marketing-Management in der Hotellerie
- Spezialthemen: Innovation, Branding, TQM, CRM, Digitalisierung, Internationales Marketing
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