Marketing for Hospitality and Tourism: Pearson New International Edition


6e édition

This text is the definitive source for hospitality marketing courses. 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. Lire la suite

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

Marketing for Hospitality and Tourism is the definitive source for hospitality marketing courses. 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 most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments.


VitalSource eBook (VitalBook) - En anglais 49,00 € DRM - Momentanément indisponible

Spécifications


Éditeur
Pearson Education
Édition
6
Auteur
John Bowen, James Makens, Philip Kotler,
Langue
anglais
Mots clés
manuel, ouvrage en anglais, tourisme, VitalSource
Catégorie (éditeur)
> Manuels et lecture complémentaires > Marketing & Communication > Marketing
Catégorie (éditeur)
> Manuels et lecture complémentaires > Marketing & Communication
BISAC Subject Heading
JNF052000 JUVENILE NONFICTION / Social Science
BIC subject category (UK)
YQN Educational: Citizenship & social education
Code publique Onix
05 Enseignement supérieur
Date de première publication du titre
01 novembre 2013
Subject Scheme Identifier Code
Classification thématique Thema: Enseignement : sciences humaines, sciences sociales

VitalSource eBook


Date de publication
01 novembre 2013
ISBN-13
9781292033556
Ampleur
Nombre de pages de contenu principal : 640
Code interne
129203355X
Protection technique e-livre
DRM

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Sommaire


I Understanding the Hospitality and Tourism Marketing Process
01. Introduction: Marketing for Hospitality and Tourism
02. Service Characteristics of hospitality and Tourism Marketing
03. The Role of Marketing in Strategic Planning

II Developing Hospitality and Tourism Marketing Opportunities and Strategies
04. The Marketing Environment
05. Marketing Information Systems and Marketing Research
06. Consumer markets and Consumer Buying Behavior
07. Organizational Buyer Behavior of Group Market
08. Market Segmentation, Targeting, and Positioning

III Managing Hospitality and Tourism Marketing
09. Destination Marketing
10. Next Year's Marketing Plan

IV Developing the Hospitality and Tourism Marketing Mix
11. Designing and Managing Products
12.  Internal marketing
13.  Pricing Products: Pricing Considerations, Approaches, and Strategy
14.  Distribution Channels
15.  Promoting Products: Communication and Promotion Policy and Advertising
16.  Promoting Products: Public Relations and Sales Promotion
17.  Professional Sales
18.  Direct and Online Marketing: Building Customer Relationships


Ressources Enseignant


En accès réservé, à télécharger

Instructor's Manual, Test Bank, PowerPoints

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