Alistair Williams

　　Taking the view that successful marketing demands focusing on the customer, this text concentrates on understanding and determining customer needs, relevant factors in consumer buying behaviour and the effectiveness of today's marketing techniques.

　　Using industry based case studies and examples 'Understanding the Hospitality Consumer' :

　　1.Introduces and explores the role of consumer behavior theory in the context of hospitality management

　　2.Discusses the principles and research of consumer behavior and illustrates how they are used in the hospitality industry today

　　3.Examines the value of consumer behavior research as applied to the contemporary hospitality industry

　　4.Explores the challenges to traditional approaches to consumption posed by the postmodern hospitality consumer

　　The book’s targeted focus and practical application ensures that it is well suited for both students and practicing managers in the hospitality field.

Introduction;
Consumers and services;
Individual processes; Social processes;
Cultural influences; Consumer decision models;
The end of the marketing concept; postmodern consumers;
Marketing meaning and signification;
Researching contemporary consumers;
Hospitality implications of the revolution in consumption.
Readership: Second and final year undergraduate and postgraduate students on hospitality management courses.
Practising managers in middle management positions within SMEs and major branded businesses.