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The bible of the field. Easy-to-read and user-friendly, this book 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 academic and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give readers extraordinary insight into marketing situations actually encountered on the job. 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. For Marketing Managers in any aspect of the hospitality and tourism industry.
"synopsis" may belong to another edition of this title.
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: An Indispensable Guide to Successful Marketing in the Hospitality Industry
Philip Kotler, one of the world's foremost authorities on marketing, along with hospitality marketing experts John Bowen and James Makens, bring their knowledge of the hospitality industry to the pages of Marketing for Hospitality and Tourism, Third Edition. The authors' understanding of the industry results in a practical text. Introductory students and experienced managers alike will find this book a useful tool, providing a strong foundation for hospitality marketing decision-making and know-how.
This book explains the how and why of everyone's role in marketing as an integral part of the hospitality operation.
The textbook's Internet site offers reinforcement of chapter material via student self-testing and contains links to key marketing and hospitality websites.
Internet links are referenced throughout the book.
Real-life industry examples are drawn from the authors' own experiences.
A mini case opens each chapter with a description of an actual company situation, which can he resolved through an understanding of the chapter's content.
Boxed marketing highlights provide practical insights into the chapter's material.
Electronic Marketing is a new chapter providing an overview of Internet, database, and direct marketing.
Internet Exercises at the end of each chapter guide the reader through the fascinating world of hospitality and tourism, marketing, and the Internet.
Full-color illustrations of hospitality businesses and advertisements enhance the presentation.
Increased number of case studies relate chapter material to the industry.
Glossary found at the end of the book provides a quick way to look up definitions, while key terms explain new terms introduced in each chapter.www.prenhall.com/kotler
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