Marketing for Hospitality and Tourism

ISBN-10: 0131193783

ISBN-13: 9780131193789

Edition: 4th 2006 (Revised)

Authors: Phillip R. Kotler, John T. Bowen, James C. Makens

List price: $114.40
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This hospitality marketing book is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in todays global marketplace. An abundance of real-world examples and cases and experiential and internet exercises give users extraordinary insight into marketing situations they will actually encounter on the job.Real-world in focus, topics reflect the authors rich combination of both teaching and international consulting experience in the hospitality and travel industries.PART 1:Understanding the Hospitality and Tourism Marketing ProcessIntroduces the concept of hospitality marketing and its importance.PART 2:Developing Hospitality and Tourism Marketing Opportunities and StrategiesExplains the role of consumer behavior and how it affects the marketing environment.PART 3:Developing the Hospitality and Tourism MixIdentifies and explains strategies for promoting products and the various distribution channels.PART 4:Managing Hospitality and Tourism MarketingHighlights the latest trends in electronic marketing, destination marketing, and planning for the future.For those with careers in hospitality, hotel, restaurant or tourism customer service or marketing.
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Book details

List price: $114.40
Edition: 4th
Copyright year: 2006
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 960
Size: 8.00" wide x 10.00" long x 1.50" tall
Weight: 4.136
Language: English

Bowen is the Dean of the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston where he also holds the Barron Hilton Distinguished Chair.

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
Developinghospitality and Tourism Marketingopportunities and Strategies
The Marketing Environment
Marketing Information Systems and Marketing Research
Consumer Markets and Consumer Buying Behavior
Organizational Buyer Behavior and Group Markets
Market Segmentation, Targeting, and Positioning
Developing The Hospitality and Tourism Marketing Mix
Designing and Managing Products
Internal Marketing
Building Customer Loyalty through Quality
Pricing Products: Pricing Considerations, Approaches and Strategy
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