Widely used marketing book for hospitality industry
Comprehensive and innovative, managerial and practical
Video cases, chapter examples and marketing highlights
Material on social networking, database marketing and revenue management
Integrative approach – Explains the role of marketing in the hospitality operation—focusing on the how and why of everyone's role in marketing. Shows students how each team member is involved in marketing – whether their primary role is general management, human resource management, food and beverage management, or front of the house or back of the house operations.
International focus – Reflects the global nature of the industry.Uses business and cultural examples from all over the world.
Coverage of more key topics – Such as internal marketing, destination marketing and public relations.Gives students a professional advantage by exposing them to important aspects and nuances of state of the art marketing.
The Author
Philip Kotler World's foremost authorities on marketing.
John Bowen - Dean & Barron Hilton Distinguished Chair at the Conrad N. Hilton College, University of Houston
James Makens - Babcock Graduate School of Management at Wake Forest University
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Contents
PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS
Introduction: Marketing for Hospitality and Tourism
Service Characteristics of Hospitality and Tourism Marketing
The Role of Marketing in Strategic Planning
PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES
The Marketing Environment
Marketing Information Systems and Marketing Research
Consumer Markets and Consumer Buying Behavior
Organizational Buyer Behavior of Group Market
Market Segmentation, Targeting, and Positioning
PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX
Designing and Managing Products
Internet Marketing
Pricing Products: Pricing Considerations, Approaches, and Strategy
Distribution Channels
Promoting Products: Communication and Promotion Policy and Advertising
Promoting Products: Public Relations and Sales Promotion
Professional Sales
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing
