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Marketing for Hospitality & Tourism, CourseSmart eTextbook, 5th Edition

By Philip R. Kotler, John R. Bowen, James Makens

Published by Prentice Hall

Published Date: Apr 15, 2009

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Description

For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.

 

THE most widely used Hospitality marketing text–this four-color leader is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Building on the authors’ expertise, it uses an integrative approach to discuss the major marketing decisions hospitality marketing managers face in today's global marketplace. Video cases, chapter examples and marketing highlights showcase real people and companies and demonstrate how marketing impacts every member of the hospitality team. Experiential exercises and new material on social networking, database marketing and revenue management help solidify the book’s position as the definitive source for information on hospitality marketing.

Table of Contents

Table of Contents

 

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS

1.      Introduction: Marketing for Hospitality and Tourism

2.      Service Characteristics of Hospitality and Tourism Marketing

3.      The Role of Marketing in Strategic Planning

 

PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES

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

 

PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX

9.      Designing and Managing Products

10.  Internet Marketing

11.  Pricing Products: Pricing Considerations, Approaches, and Strategy

12.  Distribution Channels

13.  Promoting Products: Communication and Promotion Policy and Advertising

14.  Promoting Products: Public Relations and Sales Promotion

15.  Professional Sales

 

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING

16.  Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing

17.  Destination Marketing

18.  Next Year’s Marketing Plan

 

CASE STUDIES

 

GLOSSARY

 

INDEX

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Marketing for Hospitality & Tourism, CourseSmart eTextbook, 5th Edition
Format: Safari Book

$62.99 | ISBN-13: 978-0-13-508702-2