Marketing for Hospitality and Tourism

by Kotler, Philip R; Bowen, John T.; Makens, James, Ph.D.

• ISBN13: 9780135045596
• ISBN10: 0135045592
• Edition: 5th
• Format: Hardcover
• Copyright: 2009-04-30
• Publisher: Prentice Hall

Summary

THE most widely used Hospitality marketing bookthis four-color leader is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Building on the authorsrs" expertise, it uses an integrative approach to discuss the major marketing decisions hospitality marketing managers face in today's global marketplace. Video cases, chapter examples and marketing highlights showcase real people and companies and demonstrate how marketing impacts every member of the hospitality team. Experiential exercises and new material on social networking, database marketing and revenue management help solidify the bookrs"s position as the definitive source for information on hospitality marketing.For those with careers in hospitality, hotel, restaurant or tourism customer service or marketing.

Table of Contents

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

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

Developing the Hospitality and Tourism Marketing Mix

Designing and Managing Products

Internet 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

Managing Hospitality and Tourism Marketing

Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing

Destination Marketing

Next Yearrsquo;s Marketing Plan

Case Studies

Glossary

Index

Table of Contents provided by Publisher. All Rights Reserved.