Revel for Marketing for Hospitality and Tourism -- Access Card

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

• ISBN13: 9780135214404
• ISBN10: 0135214408
• Edition: 8th
• Format: Access Card
• Copyright: 2020-02-22
• Publisher: PEARSON

Summary

Revel™ is Pearson’s newest way of delivering our respected content. Fully digital and highly engaging, Revel replaces the textbook and gives students everything they need for the course. Informed by extensive research on how people read, think, and learn, Revel is an interactive learning environment that enables students to read, practice, and study in one continuous experience — for less than the cost of a traditional textbook.

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. Managing Customer Information to Gain Customer Insights
6. Consumer Markets and Consumer Buying Behavior
7. Organizational Buyer Behavior
8. Customer-Driven Marketing Strategy: Creating Value for Target Customers

PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX
9. Designing and Managing Products and Brands: Building Customer Value
10. Internal Marketing
11. Pricing: Understanding and Capturing Customer Value
12. Distribution Channels Delivering Customer Value
13. Engaging Customers and Communicating Customer Value and Advertising
14. Promoting Products: Public Relations and Sales Promotions
15. Professional Sales
16. Direct, Online, Social Media, and Mobile Marketing

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
17. Destination Marketing
18. Next Year’s Marketing Plan