Marketing for Hospitality and Tourism, Glo...

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Beschreibung

For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing.

Marketing for Hospitality and Tourism, 8e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color 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.

For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2021
Fachbereich:	Einzelne Wirtschaftszweige
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Seiten:	686
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9781292363516
ISBN-10:	1292363517
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Kotler, Philip Bowen, John Makens, James Baloglu, Seyhmus
Auflage:	8
Hersteller:	Pearson Pearson Education Limited Pearson Higher Education
Maße:	272 x 215 x 27 mm
Von/Mit:	Philip Kotler (u. a.)
Erscheinungsdatum:	13.04.2021
Gewicht:	1,458 kg

preigu-id: 120310005