Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens
Imprint
Upper Saddle River, N.J. : Pearson/Prentice Hall, 2006
Edition
4th ed
Descript
xxiv, 932 p. : col. ill
CONTENT
Part 1: Understanding the hospitality and tourism marketing process -- Marketing for hospitality and tourism -- Service charateristics of hospitality and tourism marketing -- The role of marketing in strategic planning -- Part 2: Developing hospitality and tourism marketing opportunities and strategies -- The 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 -- Part 3: Developing the hospitality and tourism marketing mix -- Designing and managing products -- Internet marketing -- Building customer loyalty through quality -- 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 -- Part 4: Managing hospitality and tourism marketing -- Electronic marketing: internet marketing, database marketing, and direct marketing -- Destination marketing -- Next year's marketing plan