| Title : | Marketing for hospitality and tourism | | Material Type: | printed text | | Authors: | Philip Kotler, Author ; John T Bowen, Author ; James Mackens, Author | | Edition statement: | 6th Edition | | Publisher: | Edinburgh : Pearson Education | | Publication Date: | 2014 | | Pagination: | 610 p. | | Layout: | ill (col) | | Size: | 28 cm | | ISBN (or other code): | 978-1-292-02003-7 | | General note: | 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. | | Class number: | 338.4791 | | Contents note: | 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. 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; 17. Destination Marketing; 18. Next Year's Marketing Plan
Appendix: The Five-Gap Model of Service Quality; Appendix: Forecasting Market Demand. |
Marketing for hospitality and tourism [printed text] / Philip Kotler, Author ; John T Bowen, Author ; James Mackens, Author . - 6th Edition . - Edinburgh : Pearson Education, 2014 . - 610 p. : ill (col) ; 28 cm. ISBN : 978-1-292-02003-7 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. | Class number: | 338.4791 | | Contents note: | 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. 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; 17. Destination Marketing; 18. Next Year's Marketing Plan
Appendix: The Five-Gap Model of Service Quality; Appendix: Forecasting Market Demand. |
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