Marketing for hospitality and tourism /
Marketing for hospitality and tourism /
Philip Kotler, John T. Bowen, James C. Makens, Seyhmus Baloglu.
- Seventh, global edition
- Singapore : Pearson Education South Asia, 2017.
- 680 pages: illustrations 28 cm.
Includes index
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. Managing Customer Information to Gain Customers Insights -- 6. Consumer Markets and Consumer Buying Behavior -- 7. Organizational Buyer Behavior of Group Market -- 8. Customer Driven Marketing Strategy: Creating Value for Target Customers -- Part III. Developing the Hospitality and Tourism Customer Value-Driven Strategy and Mix : -- 9. Designing and Managing Products and Brands: Building Customer Value -- 10. Internal Marketing -- 11. Pricing: Understanding and Capturing Customer Value -- 12. Marketing Channels: Delivering Customer Value -- 13. Engaging Customers and Communicating Customer Value -- 14. Public Relations and Sales Promotion -- 15. Professional Sales -- 16. Direct, Online, Social Media and Mobile -- Part IV. Managing Hospitality and Tourism Marketing : -- 17. Destination Marketing -- 18. Next Year`s Marketing Plan.
"For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities."--Publisher`s website.
in English
978-981-31-3295-5
Hospitality industry--Marketing
Tourism--Marketing
647.940988 M34 2017
Includes index
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. Managing Customer Information to Gain Customers Insights -- 6. Consumer Markets and Consumer Buying Behavior -- 7. Organizational Buyer Behavior of Group Market -- 8. Customer Driven Marketing Strategy: Creating Value for Target Customers -- Part III. Developing the Hospitality and Tourism Customer Value-Driven Strategy and Mix : -- 9. Designing and Managing Products and Brands: Building Customer Value -- 10. Internal Marketing -- 11. Pricing: Understanding and Capturing Customer Value -- 12. Marketing Channels: Delivering Customer Value -- 13. Engaging Customers and Communicating Customer Value -- 14. Public Relations and Sales Promotion -- 15. Professional Sales -- 16. Direct, Online, Social Media and Mobile -- Part IV. Managing Hospitality and Tourism Marketing : -- 17. Destination Marketing -- 18. Next Year`s Marketing Plan.
"For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities."--Publisher`s website.
in English
978-981-31-3295-5
Hospitality industry--Marketing
Tourism--Marketing
647.940988 M34 2017