Title Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens

Edition Fifth edition Published Boston : Prentice Hall, [2010] ©2010

Copies

Location	Call no.	Vol.	Availability
MELB	647.940688 Kot/Mfh 2010		AVAILABLE
W'PONDS	647.940688 Kot/Mfh 2010		AVAILABLE
W'BOOL	647.940688 Kot/Mfh 2010		AVAILABLE
MELB	647.940688 Kot/Mfh 2010		AVAILABLE

Description xxiii, 683 pages : illustrations (chiefly color) ; 29 cm Contents Pt. I. Understanding the Hospitality and Tourism Marketing Process -- 1. Introduction: Marketing for Hospitality and Tourism -- 2. Service Characteristics of Hospitality and Tourism Marketing -- 3. The Role of Marketing in Strategic Planning -- Pt. II. Developing Hospitality and Tourism Marketing Opportunities and Strategies -- 4. The Marketing Environment -- 5. Marketing Information Systems and Marketing Research -- 6. Consumer Markets and Consumer Buying Behavior -- 7. Organizational Buyer Behavior of Group Market -- 8. Market Segmentation, Targeting, and Positioning -- Pt. III. Developing the Hospitality and Tourism Marketing Mix -- 9. Designing and Managing Products -- 10. Internal Marketing -- 11. Pricing Products: Pricing Considerations, Approaches, and Strategy -- 12. Distribution Channels -- 13. Promoting Products: Communication and Promotion Policy and Advertising -- 14. Promoting Products: Public Relations and Sales Promotion -- 15. Professional Sales 16. Direct and Online Marketing: Building Customer Relationships -- Pt. IV. Managing Hospitality and Tourism Marketing -- 17. Destination Marketing -- 18. Next Year's Marketing Plan Bibliography Includes bibliographical references and index Subject Hospitality industry -- Marketing. Tourism -- Marketing. Author Bowen, John T. Makens, James C. LC no. 2009007221 ISBN 9780135045596 casebound alkaline paper 0135045592 casebound alkaline paper

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