Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens.

ISBN:

9780132017732

Title:

Author:

Kotler, Philip, 1931-

Personal Author:

Kotler, Philip, 1931-

Edition:

4th ed., International edition.

Publication Information:

Upper Saddle River, NJ : Pearson Prentice Hall, c2006.

Physical Description:

932 p. : col. ill ; 26 cm.

Contents:

1. Introduction : marketing for hospitality and tourism -- 2. Service characteristics of hospitality and tourism marketing -- 3. The role of marketing in strategic planning -- 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 -- 9. Designing and managing products -- 10. Internal marketing -- 11. Building customer loyalty through quality -- 12. Pricing products : pricing considerations, approaches, and strategy -- 13. Distribution channels -- 14. Promoting products : communication and promotion policy and advertising -- 15. Promoting products : public relations and sales promotion -- 16. Professional sales -- 17. Electronic marketing : Internet marketing, database marketing, and direct marketing -- 18. Destination marketing -- 19. Next year's marketing plan.

Subject Term:

Hospitality industry -- Marketing.

Tourism -- Marketing.

Added Author:

Bowen, John (John T.), 1948-

Makens, James C.

Format:

Books

Publication Date:

2006

Publication Information:

Upper Saddle River, NJ : Pearson Prentice Hall, c2006.

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Shelf Number	Material Type	Copy	Shelf Location	Status
647.940688 KOT	Week loan	1	Standard shelving location	Searching... Unknown
647.940688 KOT	Week loan	2	Standard shelving location	Searching... Unknown
647.940688 KOT	Not for loan	3	Standard shelving location	Searching... Unknown

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Summary

For undergraduate/graduate-level courses in Hospitality and Tourism Marketing. THE most widely used Hospitality marketing text--comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job.

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

II Developing Hospitality And Tourism Marketingopportunities And Strategies

4 The Marketing Environment

5 Marketing Information Systems and Marketing Research

6 Consumer Markets and Consumer Buying Behavior

7 Organizational Buyer Behavior and Group Markets

8 Market Segmentation, Targeting, and Positioning

III Developing The Hospitality And Tourism Marketing Mix

9 Designing and Managing Products

10 Internal Marketing

11 Building Customer Loyalty through Quality

12 Pricing Products: Pricing Considerations, Approaches and Strategy

13 Distribution Channels

14 Promoting Products: Communication and Promotion Policy and Advertising

15 Promoting Products: Public Relations and Sales Promotion

16 Professional Sales

IV Managing Hospitality And Tourism Marketing

17 Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing

18 Destination Marketing

19 Next Year's Marketing Plan

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Table of Contents