Description

Book Synopsis


Table of Contents
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
  1. The Marketing Environment
  2. Marketing Information Systems and Marketing Research
  3. Consumer markets and Consumer Buying Behavior
  4. Organizational Buyer Behavior of Group Market
  5. Market Segmentation, Targeting, and Positioning
PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX
  1. Designing and Managing Products
  2. Internal marketing
  3. Pricing Products: Pricing Considerations, Approaches, and Strategy
  4. Distribution Channels
  5. Promoting Products: Communication and Promotion Policy and Advertising
  6. Promoting Products: Public Relations and Sales Promotion
  7. Professional Sales
  8. Direct and Online Marketing: Building Customer Relationships
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
  1. Destination Marketing
  2. Next Year's Marketing Plan

Marketing for Hospitality and Tourism Global

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    A Paperback / softback by Philip Kotler, John Bowen, James Makens

    £61.74

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    RRP £64.99 – you save £3.25 (5%)

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      Book details

      Publisher Pearson Education Limited
      Published 20 April 2021
      ISBN-13 9781292363516
      978-1292363516
      ISBN-10 1292363517
      Also in:
      Business, Finance & Law Hospitality and service industries

      Description

      Book Synopsis


      Table of Contents
      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
      1. The Marketing Environment
      2. Marketing Information Systems and Marketing Research
      3. Consumer markets and Consumer Buying Behavior
      4. Organizational Buyer Behavior of Group Market
      5. Market Segmentation, Targeting, and Positioning
      PART III: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX
      1. Designing and Managing Products
      2. Internal marketing
      3. Pricing Products: Pricing Considerations, Approaches, and Strategy
      4. Distribution Channels
      5. Promoting Products: Communication and Promotion Policy and Advertising
      6. Promoting Products: Public Relations and Sales Promotion
      7. Professional Sales
      8. Direct and Online Marketing: Building Customer Relationships
      PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
      1. Destination Marketing
      2. Next Year's Marketing Plan

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