Marketing for hospitality and tourism. /
Philip Kotler.
- 5th ed.
- Boston: Pearson, 2010.
- xxiii, 683.: ill.; 27cm.
Include index.
Contents: Understanding the hospitality and tourism marketing process:introduction: marketing for hospitality and tourism -- service characteristics of hospitality and tourism marketing -- The role of marketing in strategic planning -- Developing hospitality and tourism marketing opportunities and strategies: 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 -- Developing the hospitality and tourism marketing mix: 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 -- Managing hospitality and tourism marketing: Destination marketing -- Next year's marketing plan.