TY  - BOOK
AU  - Kotler,Philip
AU  - Bowen,John
AU  - Makens,James C.
TI  - Marketing for hospitality and tourism
SN  - 9789812470522 [paperback]
PY  - 2003///
CY  - Upper Saddle River, NJ
PB  - Prentice Hall
KW  - Hospitality industry
KW  - Marketing
KW  - Tourism
N1  - Includes bibliographical references, glossary, and index; 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
N2  - "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."
ER  -