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Marketing for Hospitality and Tourism 6th Edition by Philip T Kotler, John Bowen, James Makens PhD ISBN 0132784025 9780132784023

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ISBN 10: 0132784025
ISBN 13: 9780132784023
Author: Philip T Kotler, John Bowen, James Makens PhD
Marketing for Hospitality and Tourism, 6e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments.

Marketing for Hospitality and Tourism 6th Table of contents:

Part 1: 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

Part 2: 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

Part 3: Developing the Hospitality and Tourism Marketing Mix
9. Designing and Managing Products
10. Internal Marketing
11. Building Customer Loyalty through Quality
12. Pricing Products: Pricing Considerations, Approaches, and Strategy
13. Distribution Channels
14. Promoting Products: Communication and Promotion Policy and Advertising
15. Promoting Products: Public Relations and Sales Promotion
16. Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing

Part 4: Managing Hospitality and Tourism Marketing
17. Professional Sales
18. Destination Marketing
19. Next Year’s Marketing Plan

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