Marketing for Hospitality and Tourism, Global Edition

Philip Kotler, PhD, is an S. C. Johnson & Son distinguished professor of international marketing at the Kellogg School of Management, Northwestern University. He is the author of  Marketing Management (Prentice Hall), and the world's most widely used marketing textbook in graduate schools of business worldwide. He has also authored dozens of other successful books and written more than a hundred articles in leading journals. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with major US and international companies in the areas of marketing strategy and planning, marketing organisation, and international marketing, and has traveled extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities. Dr. Kotler is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. He was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award, given by the American Marketing Association, and the Philip Kotler Award for Excellence in Health Care Marketing, presented by the Academy for Health Care Services Marketing. His numerous other major honours include the Sales and Marketing Executives International Marketing Educator of the Year Award, European Association of Marketing Consultants and Trainers Marketing Excellence Award, Charles Coolidge Parlin Marketing Research Award, and Paul D. Converse Award, given by the American Marketing Association to honor 'outstanding contributions to science in Marketing.' In a recent Financial Times poll of 1,000 senior executives across the world, Dr. Kotler was ranked the fourth 'most influential business writer/guru' of the 21st century. He received his master's degree at the University of Chicago and his PhD at MIT, both in economics. John T. Bowen is professor and former dean of the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston. He has presented marketing courses and seminars in Asia, Australia, Central America, Europe, and South America, and is a consultant to both large and small hospitality corporations. Before becoming an academic, Dr. Bowen held positions in food and beverage management at both the unit and corporate level in hotels, freestanding restaurants, and contract feeding. He is coauthor of Restaurant Marketing for Owners and Managers and is on the editorial boards of the Cornell Hotel and Restaurant Administration Quarterly, Journal of Services Marketing, International Journal of Contemporary Hospitality Marketing, and Worldwide Hospitality and Tourism Themes. Dr. Bowen has received numerous awards for his teaching and research, including the UNLV Foundation Teaching Award, Sam and Mary Boyd Distinguished Professor Award for Teaching, Founder's Award for Lifetime Support of Hospitality Graduate Education, and Board of Regents Outstanding Faculty Member. The Graduate Education & Graduate Student Research Conference presented him with the Founder's Award in recognition of his contribution to graduate education, and the Hotel and Lodging Association of Greater Houston recognised him with their lifetime achievement award. Dr. Bowen is a three-time recipient of the annual award from the International Council on Hotel, Restaurant, and Institutional Education (CHRIE) for superior published research in the hospitality industry. He has also received the John Wiley Award for Lifetime Research Achievement from CHRIE. Dr. Bowen was recently cited as one of the five most influential hospitality management faculty in an article published in the Journal of Hospitality and Tourism Education. The Mayor of Houston proclaimed November 21, 2014, John Bowen Day, in recognition of Dr. Bowen's contribution to the hospitality industry and hospitality education. His formal education includes a BS in hotel administration from Cornell University, an MBA and MS from Corpus Christi State University, and a PhD in marketing from Texas A&M University. Dr. Bowen brings a wealth of industry experience, teaching experience, and international exposure to the text, combined with formal education in marketing. Seyhmus Baloglu, PhD, is professor and Harrah Distinguished Chair at the William F. Harrah College of Hotel Administration, University of Nevada Las Vegas (UNLV). He has presented marketing courses and seminars in Asia, Australia, Europe, and the Caribbean. Before joining academia, he held management positions and had a diverse background in the industry, including restaurants, hotels, resort clubs, and travel agencies. Dr. Baloglu has published extensively in leading journals, including Journal of Business Research, Cornell Hospitality Quarterly, Journal of Hospitality & Tourism Research, International Journal of Hospitality Management, Annals of Tourism Research, Journal of Travel Research, Tourism Management, Journal of Travel & Tourism Marketing, and Tourism Analysis. He is also the coauthor of two additional books: Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge, and Handbook of Scales in Tourism and Hospitality Research. Dr. Baloglu has received grants, contracts, and consulting projects from tourism destinations, gaming resorts, hotels, airports, nightclubs, and supply-chain organisations. He has been named as one of the significant contributors to the hospitality and tourism literature, and his work has been cited extensively across multiple disciplines and fields. Dr. Baloglu's research credentials have earned him both an international reputation and placement on the editorial boards of numerous leading journals. He has presented his work at many national and international conferences, seminars, and symposia and served as keynote speaker and panel participant for numerous international conferences. He is also the recipient of numerous and prestigious teaching, research, and service awards, including the UNLV Alumni Association's Outstanding Faculty Member of the Year and John Wiley & Sons Lifetime Research Achievement Award from the International Council on Hotel, Restaurant, and Institutional Education (ICHRIE). His other major honors include annual research awards from ICHRIE, Sam and Mary Boyd Distinguished Professor Awards, the Ace Denken Research Award, and the Claudine Williams Distinguished Chair. Dr. Baloglu earned a BS in hotel administration from Cukurova University, an MBA from Hawaii Pacific University, and a PhD in hospitality marketing from Virginia Tech.

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS

Introduction: Marketing for Hospitality and Tourism
Service Characteristics of Hospitality and Tourism Marketing
The Role of Marketing in Strategic Planning

PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES

The Marketing Environment
Marketing Information Systems and Marketing Research
Consumer markets and Consumer Buying Behavior
Organizational Buyer Behavior of Group Market
Market Segmentation, Targeting, and Positioning

PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX

Designing and Managing Products
Internal marketing
Pricing Products: Pricing Considerations, Approaches, and Strategy
Distribution Channels
Promoting Products: Communication and Promotion Policy and Advertising
Promoting Products: Public Relations and Sales Promotion
Professional Sales
Direct and Online Marketing: Building Customer Relationships

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING

Destination Marketing
Next Year's Marketing Plan