Marketing for Hospitality and Tourism
by Kotler, Philip T.; Bowen, John T.; Makens, James, Ph.D.Edition: 6th
Format: Hardcover
Pub. Date: 2013-03-05
Publisher(s): Pearson
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Summary
Marketing for Hospitality and Tourism, 6eis the definitive source for hospitality marketing courses. 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 most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments.
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 MAKRETING MIX
9. Designing and Managing Products
10. Internal 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
16. Direct and Online Marketing: Building Customer Relationships
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
17. Destination Marketing
18. Next Year's Marketing Plan
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