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

By: Kotler, PhilipContributor(s): Bowen, John T | Makens, James CMaterial type: TextTextPublisher: Harlow: Pearson, 2014Edition: 6th edDescription: ii, 629 pages : color illustrations ; 29 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 97801292020037; 1292020032Subject(s): Hospitality industry -- Marketing | Tourism -- MarketingDDC classification: 338.4/791068 LOC classification: TX911.3.M3.K68(6e)
Contents:
Contents: Introduction: marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- The marketing environment -- The role of marketing in strategic planning -- 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 -- Pricing products: pricing considerations, approaches and strategy -- Distribution channels -- Promoting products: communication and promotion policy and advertising -- Promoting products: public relations and sales promotion -- Professional sales -- Direct and online marketing: building customer relationships -- Destination marketing -- Next year's marketing plan --
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Item type Current location Home library Call number Copy number Status Date due Barcode
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
TX911.3.M3.K68(6e) (Browse shelf) 1 Available K/1619/1619/19
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
TX911.3.M3.K681(6e) (Browse shelf) 2 Available K/1620/1620/19

Includes bibliographical references and index.

Contents: Introduction: marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- The marketing environment -- The role of marketing in strategic planning -- 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 -- Pricing products: pricing considerations, approaches and strategy -- Distribution channels -- Promoting products: communication and promotion policy and advertising -- Promoting products: public relations and sales promotion -- Professional sales -- Direct and online marketing: building customer relationships -- Destination marketing -- Next year's marketing plan --

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