Targeted at second year undergraduate students through to master's level post-graduate, Marketing in Tourism, Events and Food 2nd edition takes the reader through a logical examination of key marketing debates, theories and approaches and encourages them to explore their own thoughts, ideas and opinions.

Table of Contents

• About the authors
• Acknowledgements
• 1 Introduction
• Why this book is needed
• How to use this book
• Structure and outline of chapters
• Conclusion
• 2 THEF Marketing and the Exchange of Value
• Marketing and the exchange of value
• The basic idea of exchange
• Constructing the marketing offer to produce or reduce value
• Kotler's framework and its relationship to the marketing mix
• Market segmentation and targeting
• Conclusion: the production and supply of value
• 3 Marketing as Interaction and Service
• From goods logic to a logic of service
• Service and interaction
• Consumer resources and consumption practices
• Co-creation and co-production
• The consumption cycle
• Conclusion
• 4 Marketing and THEF Consumption as a Socio-Cultural Process
• The symbolic nature of THEF products and the goals consumers pursue
• THEF consumption and community interaction
• How consumers extend the cultural and symbolic values of experiences
• Co-creating meanings in the THEF marketplace
• Conclusion
• 5 Putting the Experiences into Experiences Marketing
• Experiences marketing and the sacred
• Time and space
• The myth of hospitality and food as sacred
• Hedonism and THEF marketing
• Imagination
• Myths and myth making in experiences marketing
• Embedding the practice and myths of hospitality and food
• Conclusion
• 6 Consumer Resources and THEF Experiences
• An outline of the theory of resources
• Financial resources
• The resource of time
• Space as a resource
• Supporting material resources
• Social resources
• Social resources integral to episodes and experiences of consumption
• Service delivery personnel as social resources
• Consumers as resources for consumers
• Knowledge and skill as consumer resource
• Conclusion
• 7 Marketing and Identity
• The restructuring of society and the consumer
• Taste and consumption
• Cultural capital
• Habitus as market segment
• Consumption as identity
• Conclusion
• 8 The Semiotics of THEF Marketing
• Semiotics and the significance of signs
• The semiotics of tourism and events
• The semiotics of food and hospitality
• Semiotics and power
• Conclusion
• 9 Interpreting Marketing
• The consumer as an individual
• The epistemology and ontology of marketing
• The interactive consumer
• Interpretation and marketing
• The axiology of marketing: Values
• Conclusion
• 10 Ethics, Sustainable Marketing and the Green Consumer
• The greening of experiences marketing
• Defining sustainability
• Sustainable approaches to tourism
• Conclusion
• 11 Conclusion
• A journey into critical marketing
• A Manifesto for THEF Marketing: The five precepts of critical marketing
• Conclusion
• References