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Marketing for hospitality and tourism

Kotler, Philip,

Marketing for hospitality and tourism [electronic resource] / Philip Kotler, John T. Bowen, James C. Makens. - Eighth edition / Philip Kotler, John T. Bowen, Seyhmus Baloglu ; contributions by Cristian Morosan. Global edition. - 1 online resource (xxiii, 683 pages) : color illustrations.

Previous edition: 2006.

Includes bibliographical references and index.

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS Introduction: Marketing for Hospitality and Tourism Service Characteristics of Hospitality and Tourism Marketing The Role of Marketing in Strategic Planning PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES The 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 III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX Designing and Managing Products Internal marketing 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 Direct and Online Marketing: Building Customer Relationships PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING Destination Marketing Next Year's Marketing Plan

This hospitality marketing book builds on the authors' expertise to discuss an integrative approach to the major marketing decisions hospitality managers face in today's global marketplace. Experiential exercises and new material on social networking, database marketing and revenue management add to the work's usefulness. Marketing forHospitality and Tourism, 8e is the definitive source for hospitality marketing courses.Taking an integrative approach, this highly visual, four-color book discusseshospitality marketing from a team perspective, examining each hospitalitydepartment and its role in the marketing mechanism. These best-selling authorsare known as leading marketing educators and their book, a global phenomenon,is the most frequent adoption for the course. Developed with extensive studentand professor reviews, this edition includes new coverage of social media,discussion of current industry trends, and hands-on application assignments.

9781292363523 (ebook)


Marketing.
Hospitality industry.
Tourism.
Travel and Tourism.
Hospitality & service industries

TX911.3.M3 / K68 2022

647.940688