Marketing for hospitality and tourism
Philip Kotler, John T. Bowen, James C. Makens
- 6th ed.
- Harlow : Pearson, c2014.
- ii, 630 p. : col. ill. ; 28 cm.
- Always Learning .
PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS 1. Introduction: Marketing for Hospitality and Tourism 2. Service Characteristics of hospitality and Tourism Marketing 3. The Role of Marketing in Strategic Planning PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES 4. The Marketing Environment 5. Marketing Information Systems and Marketing Research 6. Consumer markets and Consumer Buying Behavior 7. Organizational Buyer Behavior of Group Market 8. Market Segmentation, Targeting, and Positioning PART III: MANAGING HOSPITALITY AND TOURISM MARKETING 9. Destination Marketing 10. Next Year's Marketing Plan PART IV: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX 11. Designing and Managing Products 12. Internal marketing 13. Pricing Products: Pricing Considerations, Approaches, and Strategy 14. Distribution Channels 15. Promoting Products: Communication and Promotion Policy and Advertising 16. Promoting Products: Public Relations and Sales Promotion 17. Professional Sales 18. Direct and Online Marketing: Building Customer Relationships.
Marketing for Hospitality and Tourism, 6e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments.
978-1292020037
Hospitality industry--Marketing Tourism--Marketing Tourism Hospitality industry Marketing