Marketing for Hospitality and Tourism: Pearson New International Edition
Pearson Education Limited (Verlag)
978-1-292-02003-7 (ISBN)
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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: 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
| Verlagsort | Harlow |
|---|---|
| Sprache | englisch |
| Maße | 217 x 273 mm |
| Gewicht | 1346 g |
| Themenwelt | Schulbuch / Wörterbuch |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-292-02003-2 / 1292020032 |
| ISBN-13 | 978-1-292-02003-7 / 9781292020037 |
| Zustand | Neuware |
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