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.
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