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

ISBN:

9780132453134

Título:

Autor:

Kotler, Philip, 1931-

Autor personal:

Kotler, Philip, 1931-

Edición:

5th ed., international ed.

Información de la publicación:

Upper Saddle River, New Jersey ; London : Pearson, 2010.

Descripción física:

xxiii, 683 p. : col. ill. ; 28 cm.

Nota general:

Previous ed.: 2006.

On cover: "International edition."

Término del tema:

Hospitality industry -- Marketing.

Tourism -- Marketing.

Hospitality industry -- Marketing -- Case studies.

Tourism -- Marketing -- Case studies.

Autor añadido:

Bowen, John (John T.), 1948-

Makens, James C.

Formato:

Libros

Fecha de publicación:

2010

WAIT_PUBINFO:

Upper Saddle River, New Jersey ; London : Pearson, 2010.

Disponible:*

Signatura topográfica	Tipo de material	Copia	Ubicación de estante	Estado
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647.940688 KOT	Not for loan	3	Standard shelving location	Búsqueda… Desconocido
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647.940688 KOT	Week loan	5	Standard shelving location	Búsqueda… Desconocido

Encuadernado con estos títulos

This hospitality marketing book builds on the authors' expertise to discuss an integrative approach to the major marketing decisions hospitality managers face in today's global marketplace. Experiential exercises and new material on social networking, database marketing and revenue management add to the work's usefulness.

Tabla de contenido

Table of Contents

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 Marketing Mix

9 Designing and Managing Products

10 Internet 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

Part IV Managing Hospitality and Tourism Marketing

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

17 Destination Marketing

18 Next Year's Marketing Plan

Case Studies

Glossary

Index

Disponible:*

Encuadernado con estos títulos

En pedido

Resumen

Resumen

Tabla de contenido