Title:
Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens.
Author:
Kotler, Philip.
Bowen, John T.
Makens, James C.
General Notes:
Includes bibliographical references and index.
Marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- Role of marketing in strategic planning -- 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 -- 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 -- Destination marketing -- Next year's marketing plan.
Publisher:
Prentice Hall,
Publication Place:
Boston :
ISBN:
9780135045596 (casebound : alk. paper)
0135045592 (casebound : alk. paper)
9780132453134
0132453134
Subject:
Hospitality industry -- Marketing.
Tourism -- Marketing.
Gastgewerbe.
Tourismus.
Marketing.
marketing -- tourisme -- manuel.
Edition:
5th ed.
Contents:
Marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- Role of marketing in strategic planning -- 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 -- 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 -- Destination marketing -- Next year's marketing plan.
Physical Description:
xxiii, 683 p. : ill. (chiefly col.) ;
Publication Date:
2010.
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