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P. Kotler, J. T. Bowen, J. C. MakensMARKETING FOR HOSPITALITY AND TOURISM

PREPORUČITE OVO!

ISBN: 978-013-201773-3

Izdavač: Pearson Education Ltd., 2008. godina

Uvez: Paperback, Pages:932, 20,0 x 25,0 cm

Dostupna: da

Cijena: 520,00 kn

Online cijena: 494,00 kn

International Edition
4th Edition


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 today's 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.


Table of Contents:

I. 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

II. 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 and Group Markets
Market Segmentation, Targeting, and Positioning

III. DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX
Designing and Managing Products
Internal Marketing
Building Customer Loyalty through Quality
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

IV. MANAGING HOSPITALITY AND TOURISM MARKETING
Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing
Destination Marketing
Next Year’s Marketing Plan