Marketing for Hospitality and Tourism

United States Edition

Philip T. Kotler, John R. Bowen, James Makens Ph.D. (Autoren)

Buch | Hardcover

816 Seiten

1998 | 2nd edition
Pearson (Verlag)
978-0-13-080795-3 (ISBN)

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For undergraduate/graduate-level courses in Hospitality and Tourism Marketing. Comprehensive and innovative, managerial and practical, this introduction to marketing combines the highly successful approach of Kotler's acclaimed Principles of Marketing with hospitality-specific information. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries.

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. Building Customer Satisfaction through Quality.

12. Pricing Products: Pricing Considerations, Approaches, and Strategy.

13. Distribution Channels.

14. Promoting Products: Communication and Promotion Policy.

15. Promoting Products: Advertising, Direct Marketing, and Sales Promotion.

16. Promoting Products: Public Relations.

17. Professional Sales.

18. Destination Marketing.

19. Next Year's Marketing Plan.

Erscheint lt. Verlag	25.8.1998
Sprache	englisch
Maße	208 x 262 mm
Gewicht	1617 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-13-080795-8 / 0130807958
ISBN-13	978-0-13-080795-3 / 9780130807953
Zustand	Neuware