Marketing u ugostiteljstvu, hotelijerstvu i turizmu
The book provides a comprehensive overview of marketing strategies and tools adapted to the specifics of the hospitality and tourism industry, with a focus on creating value for guests and achieving competitive advantage.
The university textbook in four chapters provides an insight into the practical way of mastering the basic concepts and methods of modern marketing in the catering and hotel industry. The first chapter is aimed at understanding the marketing process, the second explains the development of marketing opportunities and strategies, and the third the development of the marketing mix, while the last deals with marketing management. In addition to theory, selected key concepts, questions for discussion, practical examples, online exercises, specific cases, a glossary and an index make this comprehensive textbook of exceptional quality.
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