Marketing for Hospitality and Tourism / Edition 4

Marketing for Hospitality and Tourism / Edition 4

by Philip Kotler
     
 

ISBN-10: 0131193783

ISBN-13: 9780131193789

Pub. Date: 06/01/2005

Publisher: Prentice Hall

This hospitality marketing book is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's

…  See more details below

Overview

This hospitality marketing book is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. An abundance of real-world examples and cases and experiential and internet exercises give users extraordinary insight into marketing situations they will actually encounter on the job.

Real-world in focus, topics reflect the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. PART 1: Understanding the Hospitality and Tourism Marketing Process–Introduces the concept of hospitality marketing and its importance. PART 2: Developing Hospitality and Tourism Marketing Opportunities and Strategies–Explains the role of consumer behavior and how it affects the marketing environment. PART 3: Developing the Hospitality and Tourism Mix–Identifies and explains strategies for promoting products and the various distribution channels. PART 4: Managing Hospitality and Tourism Marketing–Highlights the latest trends in electronic marketing, destination marketing, and planning for the future.

For those with careers in hospitality, hotel, restaurant or tourism customer service or marketing.

Read More

Product Details

ISBN-13:
9780131193789
Publisher:
Prentice Hall
Publication date:
06/01/2005
Edition description:
REV
Pages:
960
Product dimensions:
8.20(w) x 10.22(h) x 1.49(d)

Table of Contents

1Introduction : marketing for hospitality and tourism3
2Service characteristics of hospitality and tourism marketing37
3The role of marketing in strategic planning71
4The marketing environment111
5Marketing information systems and marketing research151
6Consumer markets and consumer buying behavior195
7Organizational buyer behavior of group market231
8Market segmentation, targeting, and positioning259
9Designing and managing products301
10Internal marketing353
11Building customer loyalty through quality385
12Pricing products : pricing considerations, approaches, and strategy445
13Distribution channels497
14Promoting products : communication and promotion policy and advertising539
15Promoting products : public relations and sales promotion589
16Professional sales629
17Electronic marketing : Internet marketing, database marketing, and direct marketing683
18Destination marketing723
19Next year's marketing plan763

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >