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Marketing for Hospitality and Tourism

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Marketing for Hospitality and Tourism

Marketing for Hospitality and Tourism

893 pages, parution le 20/02/2004 (3eme édition)

Résumé

For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.

THE most widely used Hospitality marketing text—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. Real-world in focus, it reflects the authors rich combination of both teaching and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job.

L'auteur Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

Autres livres de Philip Kotler

L'auteur John T. Bowen

Autres livres de John T. Bowen

Sommaire

  • Introduction: Marketing for Hospitality and Tourism
  • Service Characteristics of Hospitality and Tourism Marketing
  • The Role of Marketing in Strategic Planning
  • 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
  • Designing and Managing Products
  • Internal Marketing
  • Building Customer Satisfaction through Quality
  • Pricing Products: Pricing Considerations, Approaches, and Strategy
  • Distribution Channels
  • Promoting Products: Communication and Promotion Policy
  • Promoting Products: Public Relations and Sales Promotion
  • Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing
  • Professional Sales
  • Destination Marketing
  • Next Years Marketing Plan
  • Case Studies
Voir tout
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Caractéristiques techniques du livre "Marketing for Hospitality and Tourism"

  PAPIER
Éditeur(s) Prentice Hall
Auteur(s) Philip Kotler, John T. Bowen
Parution 20/02/2004
Édition  3eme édition
Nb. de pages 893
Format 20 x 25,5
Couverture Broché
Poids 1575g
Intérieur Noir et Blanc
EAN13 9780131200579

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