AuthorKotler, Philip
TitleMarketing 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


SUBJECT

  1. Hospitality industry -- Marketing
  2. Tourism -- Marketing

LOCATIONCALL#STATUS
Sasin Library647.940688 K87MH 2006 CHECK SHELVES
Central Library @ Chamchuri 10TX911.3.M3 K6 2006 CHECK SHELVES
Arts LibraryTX911.3.M3 K87M 2006 CHECK SHELVES
Chula Business School Library647.940688 K87MH 2006 CHECK SHELVES