Biblioteca Celestino Domingues

Escola Superior de Hotelaria e Turismo do Estoril

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Marketing for hospitality and tourism / Philip Kotler, John Bowen, James C. Makens

por Kotler, Philip, 1931-; Bowen, John T., co-autor ; Makens, James, co-autor

Essex : Perason Education, cop. 2014

DESCR. FÍSICA:

629 p. : il. color ; 28 cm

Contém índice remissivo (p. 613-629)

1. Introduction: Marketing for Hospitality and Tourism; 2. Service caracteristics of Hospitality and tourism marketing; 3. The marketing environement; 4. The role of marketing in strategic planning; 5. Marketing information systems and marketing research; 6. Consumer markets and consumer buying behavior; 7. Organizational buyer behavior of group market; 8. Market segmentation, targeting and positioning; 9. Designing and managing products; 10. Internal marketing; 11. Pricing products: pricing considerations, approaches and strategy; 12. Distribution channels; 13. Promoting products: communication and promotion policy and advertising; 14. Promoting products: public relations and sales promotion; 15. Professional sales; 16. Direct and online marketing: building customer relationships; 17. Destination marketing; 18. Next year's marketing plan; Appendix: the five-gap model of service quality; Appendix: Forecasting market demand.

978-1-292-02003-7

Marketing for Hospitality and Tourism, 6e 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.

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