Marketing for hospitality and tourism /
Kotler, Philip.
Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens. - 5th ed. - Boston : Prentice Hall, c2010. - xxiii, 683 p. : ill. (chiefly col.) ; 29 cm.
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.
9780135045596 (casebound : alk. paper) 0135045592 (casebound : alk. paper) 9780132453134 0132453134
2009007221
Hospitality industry--Marketing.
Tourism--Marketing.
TX911.3.M3 / K68 2010
647.94/ / KOT
TX911.3.M3 / K68 2010
Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens. - 5th ed. - Boston : Prentice Hall, c2010. - xxiii, 683 p. : ill. (chiefly col.) ; 29 cm.
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.
9780135045596 (casebound : alk. paper) 0135045592 (casebound : alk. paper) 9780132453134 0132453134
2009007221
Hospitality industry--Marketing.
Tourism--Marketing.
TX911.3.M3 / K68 2010
647.94/ / KOT
TX911.3.M3 / K68 2010