Marketing for Hospitality and Tourism, 4/e
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Author(s):
Author:
Philip Kotler
- ISBN:9788131722244
- Pages:960
- Imprint:Pearson Education
- Binding:Paperback
- Status:Available
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For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.
The most widely used Hospitality marketing text—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. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job.
Table of Content
- Introduction: Marketing for Hospitality and Tourism.
- 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 Loyalty through Quality.
- Pricing Products: Pricing Considerations, Approaches, and Strategy.
- Distribution Channels.
- Promoting Products: Communication and Promotion Policy and Advertising.
- Promoting Products: Public Relations and Sales Promotion.
- Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing.
- Professional Sales.
- Destination Marketing.
- Next Year's Marketing Plan.
Salient Features
- NEW - A chapter on Electronic Marketing.
- NEW - Expanded internet support—Features a website with support for both students and instructors. With Teaching Notes in the Instructor's Manual.
- NEW - More Cases—With Teaching Notes in the Instructor's Manual.
- NEW - New Video Cases.
- NEW - Additional real-life industry examples—Drawn from the authors' own experiences.
- NEW - Additional boxed Marketing Highlights.
- NEW - 3 types of chapter-end questions and exercises—Now includes Discussion, Experiential, AND Internet-Related exercises.
- NEW - Lists of key terms and complete glossary—Key marketing/hospitality terms are listed at the end of each chapter, and a complete end-of-text glossary defines all terms.
- NEW - Internet links related to chapter material are referenced throughout the book—Identified by an “e” in the margin.
- Comprehensive and flexible—Enables instructors to easily use all 19 chapters or choose the ones that best fit their course. The Instructor's Manual provides sample outlines for using different chapters.
- An integrative approach—Explains the role of marketing in the hospitality operation—focusing on the how and why of everyone's role in marketing.
- An international focus—Examples interwoven throughout show how domestic companies are expanding overseas, while their home markets are being invaded by international companies.
- Coverage of often slighted key topics—e.g., internal marketing; “building customer satisfaction through quality”; destination marketing; public relations.
- Chapter-opening mini-case studies—Describes an actual company situation which can be resolved through an understanding of the chapter's content.
- Vivid full-color photographs and illustrations—Of hospitality businesses and advertisements.
- Chapter Objectives.
- Chapter Reviews.
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