Title:
Marketing for hospitality and tourism
Author:
Kotler, Philip.
ISBN:
9780130807953
9780130110312
Personal Author:
Edition:
2nd ed.
Publication Information:
Upper Saddle River, NJ : Prentice Hall, ©1999.
Physical Description:
xv, 800 pages : color illustrations ; 26 cm
Contents:
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 loyalty 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. -- Case studies.
Abstract:
"Philip Kotler, one of the world's foremost authorities on marketing, along with hospitality marketing experts John Bowen and James Makens bring their knowledge of the industry to the pages of Marketing for Hospitality and Tourism, 2/e. The authors' understanding of the industry provides for a very readable and extremely practical text. Introductory students and experienced managers alike will find this book a useful tool, providing a strong foundation for hospitality marketing decision-making and know-how. Book jacket."--Jacket.
Genre: