Marketing for hospitality and tourism /
Kotler, Philip R.
Marketing for hospitality and tourism / Philip R. Kotler, John T. Bowen & James Makens - 6th ed. - Harlow : Pearson, 2014 - II, 630 p. : ill. ; 28 cm.
1. Introduction: Marketing for hospitality and tourism page 1-34 -- 2. Service characteristics of hospitality and tourism marketing page 35-60 -- 3. The marketing environment page 61-92 -- 4. The role of marketing in strategic planning page 93-122 -- 5. Marketing information systems and marketing research page 123-162 -- 6. Consumer markets and consumer buying behavior page 163-192 -- 7. Organizational buyer behavior of group market page 193-216 -- 8. Market segmentation, targeting, and positioning page 217-246 -- 9. Designing and managing products page 247-284 10. Internal marketing page 285-310 -- 11. Pricing Products: Pricing considerations, approaches, and strategy page 311-348 -- 12. Distribution channels page 349-378 -- 13. Promoting products: Communication and promotion policy and advertising page 379-422 -- 14. Promoting products: Public relations and sales promotion page 423-452 -- 15. Professional sales page 453-494 -- 16. Direct and online marketing: Building customer relationships page 495-528 -- 17. Destination marketing page 529-566 -- 18. Next year's marketing plan page 567-600
9781292020037 1730
HOSPITALITY INDUSTRY--MARKETING
TOURISM--MARKETING
TOURISM
TX 911.3.M3 / K67M 2014
Marketing for hospitality and tourism / Philip R. Kotler, John T. Bowen & James Makens - 6th ed. - Harlow : Pearson, 2014 - II, 630 p. : ill. ; 28 cm.
1. Introduction: Marketing for hospitality and tourism page 1-34 -- 2. Service characteristics of hospitality and tourism marketing page 35-60 -- 3. The marketing environment page 61-92 -- 4. The role of marketing in strategic planning page 93-122 -- 5. Marketing information systems and marketing research page 123-162 -- 6. Consumer markets and consumer buying behavior page 163-192 -- 7. Organizational buyer behavior of group market page 193-216 -- 8. Market segmentation, targeting, and positioning page 217-246 -- 9. Designing and managing products page 247-284 10. Internal marketing page 285-310 -- 11. Pricing Products: Pricing considerations, approaches, and strategy page 311-348 -- 12. Distribution channels page 349-378 -- 13. Promoting products: Communication and promotion policy and advertising page 379-422 -- 14. Promoting products: Public relations and sales promotion page 423-452 -- 15. Professional sales page 453-494 -- 16. Direct and online marketing: Building customer relationships page 495-528 -- 17. Destination marketing page 529-566 -- 18. Next year's marketing plan page 567-600
9781292020037 1730
HOSPITALITY INDUSTRY--MARKETING
TOURISM--MARKETING
TOURISM
TX 911.3.M3 / K67M 2014