Marketing for hospitality and tourism
Philip Kotler ... [et al.]
- 7th global ed.
- Essex : Pearson, c2017.
- 680 p. : col. ill. ; 28 cm.
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. Managing Customer Information to Gain Customers Insights 6. Consumer Markets and Consumer Buying Behavior 7. Organizational Buyer Behavior of Group Market 8. Customer Driven Marketing Strategy: Creating Value for Target Customers PART III: Developing the Hospitality and Tourism Customer Value-Driven Strategy and Mix 9. Designing and Managing Products and Brands: Building Customer Value 10. Internal Marketing 11. Pricing: Understanding and Capturing Customer Value 12. Marketing Channels: Delivering Customer Value 13. Engaging Customers and Communicating Customer Value 14. Public Relations and Sales Promotion 15. Professional Sales 16. Direct, Online, Social Media and Mobile PART IV: Managing Hospitality and Tourism Marketing 17. Destination Marketing 18. Next Year's Marketing Plan.
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 leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities.