Marketing in Food, Hospitality, Tourism, and Food41230

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Marketing in Food, Hospitality, Tourism, and Food41230

Second EditionA Critical ApproachTourism and EventsMarketing in Tourism, Hospitality, Events and FoodA Critical ApproachSecond EditionCraig Hirst and

Marketing in Food, Hospitality, Tourism, and Food41230 Richard TresidderGoodfellow Publishers Ltd/z^i\ Published by Goodfellow Publishers Limited, \ vJ/ Woodeaton, Oxford, 0X3 9TJhttp://www.goodfellowpubl

ishers.comBritish Library Cataloguing in Publication Data: a catalogue record for this title is available from the British Library.Library of Congress Marketing in Food, Hospitality, Tourism, and Food41230

Marketing in Food, Hospitality, Tourism, and Food41230

blication, or any part thereof, may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, re

Second EditionA Critical ApproachTourism and EventsMarketing in Tourism, Hospitality, Events and FoodA Critical ApproachSecond EditionCraig Hirst and

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Saffron House, 6-10 Kirby Street, London EC1N 8TS.All trademarks used herein are the propern- of their repective owners. The use of trademarks or bran Marketing in Food, Hospitality, Tourism, and Food41230

d names in this text does not imply any affiliation with or endorsement of this book by such owners.A' ’.<*• Design and typesetting by p K McBride, WW

Marketing in Food, Hospitality, Tourism, and Food41230

W macbride.org.ukCover design by CylinderContentsAbout the authorsviAcknowledgementsvii1Introduction1Why this book is needed2How to use this book4Stru

Second EditionA Critical ApproachTourism and EventsMarketing in Tourism, Hospitality, Events and FoodA Critical ApproachSecond EditionCraig Hirst and

Marketing in Food, Hospitality, Tourism, and Food41230 onstructing the marketing offer to produce or reduce value20Kotler's framework and its relationship to the marketing mix24Market segmentation and targ

eting25Conclusion: the production and supply of value28 Marketing in Food, Hospitality, Tourism, and Food41230

Second EditionA Critical ApproachTourism and EventsMarketing in Tourism, Hospitality, Events and FoodA Critical ApproachSecond EditionCraig Hirst and