Marketing for hospitality and tourism / Philip Kotler, John T. Bowen and James C. Makens
Material type:
TextPublication details: New Jersey : Pearson Prentice Hall, c2006Edition: Fourth EditionDescription: xxiv, 932 pages : illustrations ; 26 cmISBN: - 131193783
- TX 911.3.M3 .K68 2006
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National University - Manila | LRC - Main General Circulation | Hospitality Management | GC TX 911.3.M3 .K68 2006 (Browse shelf(Opens below)) | c.1 | Available | NULIB000002183 |
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| GC TX 911.3.E4 .T47 2006 Hospitality information systems and E-commerce / | GC TX 911.3.F75 .I86 2010 Front office : management and operations / | GC TX 911.3.F75 .O33 2009 Be my guest : english for the hotel industry / | GC TX 911.3.M3 .K68 2006 Marketing for hospitality and tourism / | GC TX 911.3.M3 .K68 2010 Marketing for hospitality and tourism / | GC TX 911.3.M3 .K68 2014 Marketing for hospitality and tourism / | GC TX 911.3.M3 .S56 2008 Marketing essentials in hospitality and tourism : foundations and practices / |
Includes index.
Part 1. Understanding the hospitality and tourism marketing process: Introduction, marketing for hospitality and tourism; Service characteristics of hospitality and tourism marketing; Role of marketing in strategic planning -- Part 2. Developing hospitality and tourism marketing opportunities and strategies: Marketing environment; Marketing information systems and marketing research; Consumer markets and consumer buying behavior; Organizational buyer behavior of group market; Market segmentation, targeting, and positioning -- Part 3. Developing the hospitality and tourism marketing mix: Designing and managing products; Internet marketing; Building customer loyalty through quality; Pricing products, pricing considerations, approaches, and strategy; Distribution channels; Promoting products, communication and promotion policy and advertising; Promoting products, public relations and sales promotion; Professional sales -- Part 4. Managing hospitality and tourism marketing: Electronic marketing, Internet marketing, database marketing, and direct marketing; Destination marketing; Next year's marketing plan --
ntroductory students and experienced managers alike will find this book a useful tool, providing a strong foundation for hospitality marketing decision-making and know-how ... This book takes an integrative approach to marketing - explaining the how and why of everyone's role in marketing.
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