Marketing for Hospitality and Tourism: Pearson New International Edition

• Autore: Kotler Philip
• Pubblicazione: [Place of publication not identified], : Pearson Education Limited, 2013
• Edizione: 6th ed.
• Descrizione fisica: 1 online resource (635 pages)
• Soggetto topico: Business & Economics; Industries
• Persona (resp. second.): BowenJohn T; MakensPh.D., James
• Note generali: Bibliographic Level Mode of Issuance: Monograph
• Nota di contenuto: Cover -- 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.
• Sommario/riassunto: For 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.
• Altri titoli varianti: Marketing for Hospitality and Tourism
• Titolo autorizzato: Marketing for Hospitality and Tourism: Pearson New International Edition
• ISBN: 1-292-03355-X
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910150326803321
• Lo trovi qui: Univ. Federico II