Marketing for Hospitality and Tourism, Global Edition -- Revel

Philip Kotler, John Bowen, James Makens, Seyhmus Baloglu (Autoren)

Freischaltcode

4 Seiten

2023 | 8th edition
Pearson Education Limited (Hersteller)
978-1-292-36356-1 (ISBN)

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Marketing for Hospitality and Tourism is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-colour 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.

PART I: 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

PART II: 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

PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX

Designing and Managing Products
Internal 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
Direct and Online Marketing: Building Customer Relationships

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING

Destination Marketing
Next Year's Marketing Plan

Erscheint lt. Verlag	3.5.2023
Verlagsort	Harlow
Sprache	englisch
Maße	150 x 230 mm
Gewicht	17 g
Themenwelt	Schulbuch / Wörterbuch
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-292-36356-8 / 1292363568
ISBN-13	978-1-292-36356-1 / 9781292363561
Zustand	Neuware