Marketing for Hospitality and Tourism / Edition 3

Marketing for Hospitality and Tourism / Edition 3

by Philip Kotler, John Bowen, James C. Makens, John Bowen
     
 

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 hospitality industry to the pages of Marketing for Hospitality and Tourism, Third Edition. The authors' understanding of the industry results in a practical text. Introductory students and experienced… See more details below

Overview

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 hospitality industry to the pages of Marketing for Hospitality and Tourism, Third Edition. The authors' understanding of the industry results in a 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.

Product Details

ISBN-13:
9780130996114
Publisher:
Prentice Hall
Publication date:
07/10/2002
Edition description:
Older Edition
Pages:
912
Product dimensions:
8.10(w) x 10.10(h) x 1.50(d)

Table of Contents

Preface
About the Authors
1Introduction: Marketing for Hospitality and Tourism3
2Service Characteristics of Hospitality and Tourism Marketing39
3The Role of Marketing in Strategic Planning71
4The Marketing Environment111
5Marketing Information Systems and Marketing Research153
6Consumer Markets and Consumer Buying Behavior197
7Organizational Buyer Behavior of Group Market231
8Market Segmentation, Targeting, and Positioning261
9Designing and Managing Products299
10Internal Marketing349
11Building Customer Loyalty through Quality381
12Pricing Products: Pricing Considerations, Approaches, and Strategy443
13Distribution Channels497
14Promoting Products: Communication and Promotion Policy and Advertising539
15Promoting Products: Public Relations and Sales Promotion591
16Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing629
17Professional Sales663
18Destination Marketing715
19Next Year's Marketing Plan751
Case Studies789
Glossary875
Index885

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