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101 0 $aeng
135   $aurcnu||||||||
181   $ctxt
182   $cc
183   $acr
200 10$aMarketing for Hospitality and Tourism: Pearson New International Edition
205   $a6th ed.
210 31$a[Place of publication not identified]$cPearson Education Limited$d2013
215   $a1 online resource (635 pages)
300   $aBibliographic Level Mode of Issuance: Monograph
311   $a1-292-02003-2 
311   $a1-299-95849-4 
327   $aCover -- Title Page -- Table of Contents -- 1. Introduction: Marketing for Hospitality and Tourism -- 2. Service Characteristics of Hospitality and Tourism Marketing -- 3. The Marketing Environment -- 4. The Role of Marketing in Strategic Planning -- 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 -- 9. Designing and Managing Products -- 10. Internal Marketing -- 11. Pricing Products: Pricing Considerations, Approaches, and Strategy -- 12. Distribution Channels -- 13. Promoting Products: Communication and Promotion Policy and Advertising -- 14. Promoting Products: Public Relations and Sales Promotion -- 15. Professional Sales -- 16. Direct and Online Marketing: Building Customer Relationships -- 17. Destination Marketing -- 18. Next Year's Marketing Plan -- Appendix: The Five-Gap Model of Service Quality -- Appendix: Forecasting Market Demand -- Index -- 8.
330   $aFor courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing.      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.
517   $aMarketing for Hospitality and Tourism
606   $aBusiness & Economics$2HILCC
606   $aIndustries$2HILCC
615  7$aBusiness & Economics
615  7$aIndustries
700   $aKotler$b Philip$034994
702   $aBowen$b John T
702   $aMakens$b Ph.D., James
801  0$bPQKB
906   $aBOOK
912   $a9910150326803321
996   $aMarketing for Hospitality and Tourism: Pearson New International Edition$93415694
997   $aUNINA