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 | | Marketing for Hospitality and Tourism (2nd Edition) by Philip Kotler, John Bowen, James C. Makens ISBN-10: 9780130807953 ISBN-10: 0-13-080795-8 ISBN-13: 9780130807953 ISBN-13: 978-0-13-080795-3 Hardcover 1998-07-27 Prentice Hall Find Lowest Price |
Editorials | ||
Book Description The bible of the field. Easy-to-read and user-friendly, this book 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 today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both academic and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give readers extraordinary insight into marketing situations actually encountered on the job. 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. For Marketing Managers in any aspect of the hospitality and tourism industry. | ||
Reviews | ||
Good for college students This book is exactly what I needed. I bought through Amazon because the shipping was free and it ended up being cheaper than my University bookstore. Recommend for any hospitality students that have to have this book. | ||
great textbook This is the texbook I had in college. It was and still is great, but for one...being a textbook ...it is more theoretical and two, it lacks certain areas. Nevertheless, it is very usefull. I would complement it with a book that I have recently read: Heads In Beds - hospitality and tourism Marketig by Ivo Raza. This is very practical and covers the areas that are missing from Kotler's textbook like Loyalty marketing, COOP with Touroperators, targeting travel agents, creating promotional materials, development, etc. Combined, both books truly give a complete overview of the complex travel indutry and should be the foundation for people studying or working in travel and tourism. | ||
classic Great book. The classic for anyone entering the industry. Complete and comprehensive. Great textbook for students and novices. Good for non marketing people. Good examples and highlights. I also recommend a new release: Heads In Beds. More practical than this one. With both you'd really know your stuff and make your boss happy. | ||
wow! The layout and format of this book was very easy to follow! | ||
Great for Marketing Beginners Kotler's Marketing for Hospitality and Tourism helps marketing beginners and people that are getting into the hospitality business. It demonstrates basic knowledge that can be applied to the business, great tool for working! | ||