Маркетинг в хотелиерството (Hotel Marketing)

Иванов, Ст., В. Жечев (2011). Маркетинг в хотелиерството. Варна: Зангадор; Ivanov, S. & Zhechev, V. (2011).

Hotel marketing, Varna: Zangador; Ivanov, S., V Zhechev (2011)

Hotel Marketing. Dobrich: International University College, (in Bulgarian) Forthcoming

25 Pages Posted: 30 May 2013 Last revised: 16 Sep 2014

See all articles by Stanislav Hristov Ivanov

Stanislav Hristov Ivanov

Zangador; Zangador Research institute; Varna University of Management (VUM)

Vladimir Sashov Zhechev

University of Economics - Varna

Date Written: October 28, 2011

Abstract

Bulgarian Abstract: Учебникът разглежда всички аспекти на маркетинга в хотелиерството. Обръща се внимание на потребителя и неговото поведение, на маркетинг микса (продукт, цена, канали за разпределение, комуникации) и маркетинг процеса (анализ, сегментиране, избор за пазарен сегмент, позициониране). Специално внимание се обръща на управлението на качеството и приходите в заведенията за настаняване. Учебникът също разглежда предимствата и недостатъците на различните начини на присъединяване на хотели към хотелски вериги.

English Abstract: This book discusses all aspects of hotel marketing. It elaborates the hotel customer, the marketing mix (product, price, place, promotion) and the marketing process (marketing analysis, segmentation, targeting, positioning). Special attention is paid to the quality management and revenue management in accommodation establishments. The book also discusses the advantages and disadvantages of various types of affiliation to hotel chains.

Note: Downloadable document is in Bulgarian.

Keywords: hotel marketing, hotel chains, revenue management, yield management, marketing mix, consumer behaviour, segmentation, positioning, quality management, marketing communications

Suggested Citation

Ivanov, Stanislav Hristov and Ivanov, Stanislav Hristov and Zhechev, Vladimir Sashov, Маркетинг в хотелиерството (Hotel Marketing) (October 28, 2011). Иванов, Ст., В. Жечев (2011). Маркетинг в хотелиерството. Варна: Зангадор; Ivanov, S. & Zhechev, V. (2011). , Hotel marketing, Varna: Zangador; Ivanov, S., V Zhechev (2011), Hotel Marketing. Dobrich: International University College, (in Bulgarian) Forthcoming , Available at SSRN: https://ssrn.com/abstract=2271307

Stanislav Hristov Ivanov (Contact Author)

Zangador ( email )

Varna, 9010
Bulgaria

HOME PAGE: http://www.zangador.eu

Zangador Research institute

Varna, 9010
Bulgaria

HOME PAGE: http://www.zangador.institute/

Varna University of Management (VUM) ( email )

13 Oborishte Street
Varna, 9000
Bulgaria
+359 898 680713 (Phone)

HOME PAGE: http://www.vum.bg

Vladimir Sashov Zhechev

University of Economics - Varna ( email )

Varna, 9000
Bulgaria

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