Marketing for Hospitality and Tourism

Philip Kotler, John T. Bowen

893 pages, parution le 20/02/2004 (3^eme édition)

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Résumé

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 todays 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.

L'auteur - Philip Kotler

Philip Kotler est le plus réputé des Professeurs en Marketing, tant en Europe qu'aux USA. Auteur de gros manuels célèbres, il livre ici la synthèse de son savoir.

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Sommaire

Introduction: Marketing for Hospitality and Tourism
Service Characteristics of Hospitality and Tourism Marketing
The Role of Marketing in Strategic Planning
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
Designing and Managing Products
Internal Marketing
Building Customer Satisfaction through Quality
Pricing Products: Pricing Considerations, Approaches, and Strategy
Distribution Channels
Promoting Products: Communication and Promotion Policy
Promoting Products: Public Relations and Sales Promotion
Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing
Professional Sales
Destination Marketing
Next Years Marketing Plan
Case Studies

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Philip Kotler, John T. Bowen
Parution	20/02/2004
Édition	3^eme édition
Nb. de pages	893
Format	20 x 25,5
Couverture	Broché
Poids	1575g
Intérieur	Noir et Blanc
EAN13	9780131200579