02941cam a22003494a 450000100090000000300040000900500170001300800410003001000170007102000300008804000180011804200080013608200070014410000290015124500860018025000190026626000530028530000810033833600210041933700250044033800230046550400620048850509820055052008340153252100100236654100580237654600200243465000370245465000240249170000450251570000310256012687529OSt20260521135147.0020226s2002    njua     b    001 0 eng    a  2002002217  a9789812470522 [paperback]  aDLCcDLCdDLC  apcc002211 aKotler, Philip,eauthor.10aMarketing for hospitality and tourism /cPhilip Kotler, John Bowen, James Makens.  aThird edition.  aUpper Saddle River, NJ :bPrentice Hall,cc2003.  axvii, 893 pages. :billustrations (black and white with pictures) ; c26 cm.  2rdacontentatext  2rdamediaaunmediated  2rdacarrieravolume  aIncludes bibliographical references, glossary, and index.  aContents: 1 Introduction: Marketing for hospitality and tourism -- 2 Service characteristics of hospitality and tourism marketing -- 3 The role of marketing in strategic planning -- 4 The marketing environment -- 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 -- 10 Internal marketing -- 11 Building customer loyalty through quality -- 12 Pricing products: Pricing considerations, approaches, and strategy -- 13 Distribution channels -- 14 Promoting products: Communication and promotion policy and advertising -- 15 Promoting products: Public relations and sales promotion -- 16 Electronic marketing: Internet marketing, database marketing, and direct marketing -- 17 Professional sales -- 18 Destination marketing -- 19 Next year's marketing plan -- Case studies -- Glossary -- Index.  a"For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.THE most widely used Hospitality marketing text--comprehensive and innovative, managerial and practical, state-of-the-art and real-world.

Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace.

Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries.

An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job."  aAdult  xLopez, EdilynyCollege of Tourism ManagementzTourism  aText in English 0aHospitality industryxMarketing. 0aTourismxMarketing.1 aBowen, John,q(John T.),d1948-eauthor.1 aMakens, James C.,eauthor.