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Beskrivelse
* A unique critical approach to marketing within the food, hospitality tourism and events industries* Looks at the specific nature of marketing within these industries using international examples and theories to evaluate the language, ethics, behaviour and power relations involved* Fully supported with a route map to give the reader through the book with online resources for lecturers. Marketing in Food, Hospitality, Tourism and Events: A Critical Approach provides a unique and critical insight into the marketing process and begins a debate about the nature of the contemporary Food, Tourism, Events & Hospitality Industries. Targeted at final year undergraduate students and master's level post-graduate, it takes the reader through a logical and critical examination of key marketing debates, theories and approaches and encourages readers to explore their own thoughts, ideas and opinions. It analyses areas such as consumer behaviour, power relations, sustainability, ethics, power, and semiotics and offers a contemporary examination of these industry sectors with experiential aspects of marketing and productive consumption playing an important role throughout. Divided into 11 chapters for easy semester teaching it covers issues such as:- Consumers, Consumption and Identity- Marketing and the Interpretation Process- Semiotics and the Language of Marketing- Marketing Communications- Marketing Strategy and Reputation- Marketing and Power- Ethics and Sustainability It concludes by offering a new approach to marketing within Food, Tourism, Events & Hospitality, synthesising the critical approach offered within this book and traditional approaches to marketing within the sector