Marketing for Hospitality and Tourism, Global Edition

8. Auflage 2021
ISBN: 978-1-292-36351-6
Verlag: Pearson

Buch, Englisch, 686 Seiten, Format (B × H): 215 mm x 272 mm, Gewicht: 1458 g

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.

Autoren/Hrsg.

Kotler, Philip

Bowen, John

Baloglu, Seyhmus

Makens, James

Inhaltsverzeichnis

PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS
Introduction: Marketing for Hospitality and TourismService Characteristics of Hospitality and Tourism MarketingThe Role of Marketing in Strategic Planning
PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES
The Marketing EnvironmentMarketing Information Systems and Marketing ResearchConsumer markets and Consumer Buying BehaviorOrganizational Buyer Behavior of Group MarketMarket Segmentation, Targeting, and Positioning
PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX
Designing and Managing ProductsInternal marketingPricing Products: Pricing Considerations, Approaches, and StrategyDistribution ChannelsPromoting Products: Communication and Promotion Policy and AdvertisingPromoting Products: Public Relations and Sales PromotionProfessional SalesDirect and Online Marketing: Building Customer Relationships
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
Destination MarketingNext Year's Marketing Plan