Marketing for Hospitality and Tourism (2nd Edition)

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9780130807953: Marketing for Hospitality and Tourism (2nd Edition)

For undergraduate/graduate-level courses in Hospitality and Tourism Marketing. Comprehensive and innovative, managerial and practical, this introduction to marketing combines the highly successful approach of Kotler's acclaimed Principles of Marketing with hospitality-specific information. 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. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries.

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From the Publisher:

This new book builds upon the practical, managerial approach to marketing that is a trademark of Philip Kotler's renowned textbooks. Designed specifically with the hospitality and travel student in mind, it provides practical examples and applications that illustrate the major decisions marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. The authors bring a rich combination of both teaching and international consulting in the hospitality and travel industries to Kotler's proven framework of marketing principles.

From the Back Cover:

9E-8, 0-13-080795-8, Kotler, Phil, Marketing for Hospitality and Tourism, Covers important principles and concepts that are supported by research and evidence from economics, the behavioral sciences, and modern management theory, and applies them through countless examples of situations in which real-life well-known and little-known companies assess and solve their marketing problems. The book covers: 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: Advertising, Direct Marketing, and Sales Promotion; Promoting Products: Public Relations; Professional Sales; Destination Marketing; and Next Year's Marketing Plan. For anyone involved in Hospitality and Tourism Marketing.

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