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Marketing for Hospitality and Tourism, Global Edition de Philip Kotler

Marketing for Hospitality and Tourism, Global Edition

Autor Philip Kotler, John Bowen, James Makens, Seyhmus Baloglu
en Limba Engleză Paperback – 12 apr 2021

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Specificații

ISBN-13: 9781292363516
ISBN-10: 1292363517
Pagini: 686
Dimensiuni: 215 x 272 x 27 mm
Greutate: 1.46 kg
Ediția:8
Editura: Pearson
Colecția Pearson Higher Education

Cuprins

PART I: 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 II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES
  • 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
    • PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX
  • Designing and Managing Products
  • Internal marketing
  • Pricing Products: Pricing Considerations, Approaches, and Strategy
  • Distribution Channels
  • Promoting Products: Communication and Promotion Policy and Advertising
  • Promoting Products: Public Relations and Sales Promotion
  • Professional Sales
  • Direct and Online Marketing: Building Customer Relationships
    • PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
  • Destination Marketing
  • Next Year's Marketing Plan