December 2014
Beginner to intermediate
706 pages
24h 45m
German
Content preview from Marketing-Management in der Hotellerie, 3rd Edition
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Personalmanagement in der Hotellerie – Von der Personalverwaltung zum Internen Marketing am Beispiel der Lindner Hotels AG
1 Zur Ausgangslage des Personalmarketings und -managements in der Hotellerie
Marketing beschäftigt sich mit der Schaffung von Voraussetzungen, Kunden für das eigene Produkt oder die eigene Dienstleistung zu gewinnen und zu binden. Hierfür werden Eigenschaften des Produkts ebenso gezielt und bewusst gestaltet wie Vertriebswege, Kommunikationskanäle und -medien. Ähnlich verhält es sich mit Personalmarketing: das Produkt ist der Arbeitsplatz, für den Mitarbeiter als Kunden gewonnen und gehalten werden sollen. Wie erfolgreich dieser Akquisitionsprozess ist, hängt neben externen Faktoren, die vom einzelnen Unternehmen ...
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