Principles of Marketing for Hospitality

Philip Kotler, etc., John Bowen, James C. Makens (Autoren)

Buch | Hardcover

608 Seiten

2000
Pearson Education (US) (Verlag)
978-0-13-395625-2 (ISBN)

Infos

Designed specifically with the hospitality and travel student in mind, this text provides practical examples and applications that illustrate the major decisions marketing managers face in their efforts to balance objectives and resources against needs and opportunities in the global market.

Inhalt

Marketing in the Hospitality Industry. Social Foundations of Marketing: Meeting Human Needs. Strategic Planning and Marketing's Role in the Organization. The Marketing Environment. Marketing Research and Information Systems. Consumer Markets and Buying Behavior. Organizational Buyer Behavior of Group Markets. Market Segmentation, Targeting, Positioning. Designing and Managing Products. Internal Marketing. Building Customer Satisfaction through Quality. Pricing Products: Considerations, Approaches and Strategies. Managing Capacity and Demand. Distribution Channels. Promoting Products: Communication and Promotion Policy. Promoting Products: Advertising and Sales Promotion. Promoting Products: Public Relations. Promoting Products: Personal Selling and Sales Management. Destination Marketing. Developing a Market Plan.

Produkt-Details

• Erscheint lt. Verlag: 1.5.2000
• Zusatzinfo: Illustrations
• Verlagsort: Upper Saddle River
• Sprache: englisch
• Maße: 178 x 235 mm
• Gewicht: 1426 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Weitere Fachgebiete ► Handwerk
• ISBN-10: 0-13-395625-3 / 0133956253
• ISBN-13: 978-0-13-395625-2 / 9780133956252
• Zustand: Neuware