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Marketing for hospitality and tourism / Philip Kotler, John T. Bowen and James C. Makens

By: Kotler, Philip [author]Contributor(s): Bowen, John T [co-author] | Makens, James C [co-author]Material type: Text

TextPublication details: New Jersey : Pearson Prentice Hall, c2006Edition: Fourth EditionDescription: xxiv, 932 pages : illustrations ; 26 cmISBN: 0131193783Subject(s): HOSPITALITY INDUSTRY -- MARKETING | TOURISM -- MARKETINGLOC classification: TX 911.3.M3 .K68 2006

Contents:

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 --

Summary: 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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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Main	National University - Manila	Hospitality Management	General Circulation	GC TX 911.3.M3 .K68 2006 (Browse shelf (Opens below))	c.1	Available		NULIB000002183

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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