Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens
Imprint
Boston : Pearson, 2010
Edition
5th ed.
Descript
xxiii, 683 p. : ill. (chiefly col.) ; 29 cm
CONTENT
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 -- 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 -- Developing the hospitality and tourism marketing mix : Designing and managing products ; Internet 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 -- Managing hospitality and tourism marketing -- Destination marketing ; Next year's marketing plan