Marketing Communication in the Hospitality Industry

34407 WordsOct 30, 2008138 Pages
Table of Contents 1 Introduction .......................................................................... 1 1.1 Background ................................................................................... 1 1.2 Problem Discussion....................................................................... 2 1.3 Purpose......................................................................................... 3 1.4 Delimitation ................................................................................... 3 2 Frame of Reference .............................................................. 4 2.1 Service Marketing.......................................................................... 4 2.2 Marketing…show more content…
47 5.2.2 The Development of Storytelling....................................... 48 iv 5.2.3 The Implementation of Storytelling ................................... 49 5.2.4 The Delivery of the Story .................................................. 49 5.2.5 Storytelling – Truth or Fiction?.......................................... 50 5.2.6 Possible Problems with Storytelling.................................. 51 5.3 Storytelling and Marketing Communications ............................... 52 5.3.1 Storytelling in the Communication Process ...................... 52 5.3.2 Storytelling and Marketing Communication Models.......... 54 5.3.3 Storytelling and Marketing Communication Tools............. 54 5.3.4 Storytelling towards different Customer Segments........... 55 5.3.5 Storytelling and Integrated Marketing Communications.......................................................................... 56 5.3.6 Storytelling and Word of Mouth......................................... 58 5.4 Future.......................................................................................... 59 6 Conclusions........................................................................ 60 7 Final Discussion................................................................. 62 7.1 Reflections .................................................................................. 62 7.2 Further Research
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