Marketing for Hospitality and Tourism 7th Edition by Philip Kotler, John Bowen, James Makens, Seyhmus Baloglu ISBN 1292156155 9781292156156

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ISBN 10: 1292156155
ISBN 13: 9781292156156 
Author: Philip Kotler, John Bowen, James Makens, Seyhmus Baloglu

For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing.

Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing.

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 leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities.

Marketing for Hospitality and Tourism 7th Edition Table of contents:

Part 1: Introduction to Marketing for Hospitality and Tourism

1. Chapter 1: Introduction to Hospitality and Tourism Marketing

   • Defining hospitality and tourism industries
   • The importance of marketing in these industries
   • Overview of key concepts in hospitality and tourism marketing
   • The role of the customer in the service-driven nature of the industry

2. Chapter 2: The Marketing Environment

   • External factors influencing the marketing environment (economic, cultural, technological, political, and competitive forces)
   • Trends and changes in the global marketplace
   • The role of sustainability and ethical marketing in hospitality and tourism

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Part 2: Understanding Consumer Behavior

3. Chapter 3: Consumer Behavior in Hospitality and Tourism

   • How consumer behavior affects purchasing decisions in tourism and hospitality
   • Psychological, social, and cultural influences on consumer behavior
   • The decision-making process and its application to marketing strategies

4. Chapter 4: Market Segmentation and Targeting

   • The concept of market segmentation: dividing markets into subgroups based on characteristics and behaviors
   • Methods of segmentation in hospitality and tourism (e.g., geographic, demographic, psychographic)
   • Targeting strategies for different customer segments

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Part 3: Developing Marketing Strategies

5. Chapter 5: Marketing Research for Hospitality and Tourism

   • The importance of marketing research in developing successful marketing strategies
   • Methods of gathering market data and analyzing customer preferences
   • Application of research in forecasting trends and measuring customer satisfaction

6. Chapter 6: Product and Service Strategy in Hospitality and Tourism

   • Designing hospitality and tourism products and services
   • The service product mix and the importance of service quality
   • Innovations in hospitality and tourism products

7. Chapter 7: Pricing Strategy for Hospitality and Tourism

   • Pricing strategies for different hospitality and tourism products (e.g., hotels, resorts, tours, airlines)
   • Understanding price elasticity and demand factors
   • Dynamic pricing and the impact of seasonality

8. Chapter 8: Distribution and Channel Management

   • Understanding distribution channels in the hospitality and tourism industry
   • Online travel agencies (OTAs), direct distribution, and intermediaries
   • Managing distribution relationships and ensuring customer access to products and services

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Part 4: Communication and Promotion

9. Chapter 9: Integrated Marketing Communications (IMC)

   • The role of integrated marketing communications in creating a cohesive brand message
   • Tools of IMC: advertising, sales promotions, public relations, direct marketing
   • The importance of digital media in tourism and hospitality marketing

10. Chapter 10: Advertising and Sales Promotion

    • Effective advertising strategies for hospitality and tourism
    • Use of social media and digital platforms for targeted advertising
    • Sales promotion techniques to stimulate demand and encourage customer loyalty

11. Chapter 11: Public Relations and Direct Marketing

    • Building and maintaining a strong brand image through public relations
    • The role of direct marketing in relationship building with customers
    • Managing customer perceptions and expectations

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Part 5: Strategic Marketing Implementation

12. Chapter 12: Branding and Brand Management in Hospitality and Tourism

    • Developing strong brands in the competitive hospitality and tourism markets
    • Brand positioning, brand equity, and the role of customer experience in branding
    • Case studies of successful hospitality brands

13. Chapter 13: Customer Relationship Management (CRM)

    • The importance of customer relationship management in enhancing customer loyalty
    • Strategies for retaining customers in hospitality and tourism
    • Using CRM technology to personalize services and improve satisfaction

14. Chapter 14: Marketing in the Digital Age

    • Digital marketing strategies and trends in hospitality and tourism
    • The role of social media, mobile apps, and websites in customer engagement
    • Using digital tools for customer feedback and engagement

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Part 6: Marketing Management and Future Trends

15. Chapter 15: Marketing Planning and Strategy Implementation

    • Developing a comprehensive marketing plan for hospitality and tourism organizations
    • Setting marketing goals, budgets, and KPIs
    • Implementing and monitoring marketing strategies

16. Chapter 16: Emerging Trends in Hospitality and Tourism Marketing

    • The future of hospitality and tourism marketing: technology, sustainability, and experience-focused marketing
    • Innovations shaping the industry (e.g., artificial intelligence, virtual reality, eco-tourism)
    • Adapting to changing customer expectations and global shifts

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Appendices

• Appendix A: Key Terms and Concepts in Hospitality and Tourism Marketing
• Appendix B: Case Studies in Hospitality and Tourism Marketing
• Appendix C: Glossary of Terms
• Index

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