By Kotler & Bowen
Descripción: For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 7th Edition is the definitive source for hospitality marketing. Taking an integrative approach, this highly visual, four-colour 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 leading resource on hospitality and tourism marketing. The 7th Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Contenido: 1 Introduction: Marketing for Hospitality and Tourism
2 Service Characteristics of Hospitality and Tourism Marketing
3 The Role of Marketing in Strategic Planning
4 The Marketing Environment
5 Managing Customer Information to Gain Customer Insights
6 Consumer Markets and Consumer Buying Behavior
7 Organizational Buyer Behavior
8 Customer-Driven Marketing Strategy: Creating Value for Target Customers
9 Designing and Managing Products and Brands: Building Customer Value
10 Internal Marketing
11 Pricing: Understanding and Capturing Customer Value
12 Distribution Channels Delivering Customer Value
13 Engaging Customers and Communicating Customer Value and Advertising
14 Promoting Products: Public Relations and Sales Promotions
15 Professional Sales
16 Direct, Online, Social Media, and Mobile Marketing
17 Destination Marketing
18 Next Year’s Marketing Plan
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