John T. Bowen

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Marketing for Hospitality and Tourism

John T. Bowen; Philip Kotler; James C. Makens; John Bowen

Synopsis:

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 today's 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 Process-Introduces the concept of hospitality marketing and its importance. PART 2: Developing Hospitality and Tourism Marketing Opportunities and Strategies-Explains the role of consumer behavior and how it affects the marketing environment. PART 3: Developing the Hospitality and Tourism Mix-Identifies and explains strategies for promoting products and the various distribution channels. PART 4: Managing Hospitality and Tourism Marketing-Highlights 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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Other editions: Hardcover - 2010, Hardcover - 2009, Softcover - 2003