Kotler, Philip creator author. Bowen, John, (John T.) 1948- author. Makens, James C. author. text bibliography nju Upper Saddle River, NJ Prentice Hall c2003 2002 Third edition. monographic eng

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xvii, 893 pages. : illustrations (black and white with pictures) ; 26 cm. "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." Contents: 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. Adult Philip Kotler, John Bowen, James Makens. Includes bibliographical references, glossary, and index. Lopez, Edilyn College of Tourism Management Tourism Text in English Hospitality industry Marketing Tourism Marketing 9789812470522 [paperback] 2002002217 DLC 020226 20260521135147.0 12687529