Marketing for Hospitality and Tourism, Global Edition

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago.

Meer over de auteurs

Philip Kotler, John Bowen, James Makens, Seyhmus Baloglu e.a.

Marketing for Hospitality and Tourism, Global Edition

Name: Marketing for Hospitality and Tourism, Global Edition
Author: Philip Kotler

Paperback Engels 2016 7e druk 9781292156156

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For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing.
 

Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing.
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 leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities.

Specificaties

ISBN13:9781292156156

Taal:Engels

Bindwijze:paperback

Aantal pagina's:688

Uitgever:Pearson Education

Druk:7

Verschijningsdatum:11-10-2016

Hoofdrubriek:Reclame en verkoop

ISSN:

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Over Philip Kotler

Philip Kotler is bijzonder hoogleraar internationale Marketing aan de Kellogg Graduate School of Management van de Northwestern University in Chicago. Hij is auteur en coauteur van onder andere 'Social Marketing', 'Marketing Places', 'The Marketing of Nations' en 'Marketing Management', dat door de Financial Times wordt gerekend tot de 50 beste bedrijfskundige boeken. Kotler was de eerste die is verkozen als Leader in Marketing Thought door de leden van de American Marketing Association. Tevens heeft Kotler belangrijke prijzen toegekend gekregen, zoals de Paul D. Converse Award, De Steuart Henderson Britt Award, de Distinguished Marketing Educator Award, de Prize for Marketin Excellence, de Charles Coolidge Parling Marketing Award en de Marketing Educator of the Year Award. Kotler bezit tevens een ere-doctoraat aan de universiteiten van Stockholm, Zürich en aan de School of Economics in Athene en Krakau.

Andere boeken door Philip Kotler

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Inhoudsopgave

Part I: Understanding the Hospitality and Tourism Marketing Process
1. &nbsp; Introduction: Marketing for Hospitality and Tourism
2. &nbsp; Service Characteristics of Hospitality and Tourism Marketing
3. &nbsp; The Role of Marketing in Strategic Planning
&nbsp;

PART II: Developing Hospitality and Tourism Marketing Opportunities and Strategies
4. &nbsp; The Marketing Environment
5. &nbsp; Managing Customer Information to Gain Customers Insights
6. &nbsp; Consumer Markets and Consumer Buying Behavior
7. &nbsp; Organizational Buyer Behavior of Group Market
8. &nbsp; Customer Driven Marketing Strategy: Creating Value for Target Customers
&nbsp;

PART III: Developing the Hospitality and Tourism Customer Value-Driven Strategy and Mix
9. &nbsp; Designing and Managing Products and Brands: Building Customer Value
10.&nbsp; Internal Marketing
11.&nbsp; Pricing: Understanding and Capturing Customer Value
12.&nbsp; Marketing Channels: Delivering Customer Value
13.&nbsp; Engaging Customers and Communicating Customer Value
14.&nbsp; Public Relations and Sales Promotion
15.&nbsp; Professional Sales
16.&nbsp; Direct, Online, Social Media and Mobile
&nbsp;

PART IV: Managing Hospitality and Tourism Marketing
17.&nbsp; Destination Marketing
18.&nbsp; Next Year&#8217;s Marketing Plan