Marketing for Hospitality and Tourism

International Edition

Philip T. Kotler, John T. Bowen, James Makens Ph.D. (Autoren)

Buch | Softcover

704 Seiten

2013 | 6th edition
Pearson (Verlag)
978-0-13-338212-9 (ISBN)

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Marketing for Hospitality and Tourism: Pearson New International Edition

Philip Kotler, John T. Bowen, Makens, James, Ph.D.

2013, 6. Auflage

Buch | Softcover

69, ⁴⁵ €

zur Neuauflage

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.

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: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX

9. Designing and Managing Products

10. Internal marketing

11. Pricing Products: Pricing Considerations, Approaches, and Strategy

12. Distribution Channels

13. Promoting Products: Communication and Promotion Policy and Advertising

14. Promoting Products: Public Relations and Sales Promotion

15. Professional Sales

16. Direct and Online Marketing: Building Customer Relationships

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING

17. Destination Marketing

18. Next Year's Marketing Plan

Sprache	englisch
Maße	216 x 269 mm
Gewicht	1280 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-13-338212-5 / 0133382125
ISBN-13	978-0-13-338212-9 / 9780133382129
Zustand	Neuware