000			02155nam a2200241Ia 4500
003			NULRC
005			20250520094843.0
008			250520s9999 xx 000 0 und d
020			_a131193783
040			_cNULRC
050			_aTX 911.3.M3 .K68 2006
100			_aKotler, Philip _eauthor
245		0	_aMarketing for hospitality and tourism / _cPhilip Kotler, John T. Bowen and James C. Makens
250			_aFourth Edition.
260			_aNew Jersey : _bPearson Prentice Hall, _cc2006
300			_axxiv, 932 pages : _billustrations ; _c26 cm.
504			_aIncludes index.
505			_aPart 1. Understanding the hospitality and tourism marketing process: Introduction, marketing for hospitality and tourism; Service characteristics of hospitality and tourism marketing; Role of marketing in strategic planning -- Part 2. Developing hospitality and tourism marketing opportunities and strategies: 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 -- Part 3. Developing the hospitality and tourism marketing mix: Designing and managing products; Internet 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 -- Part 4. Managing hospitality and tourism marketing: Electronic marketing, Internet marketing, database marketing, and direct marketing; Destination marketing; Next year's marketing plan --
520			_antroductory students and experienced managers alike will find this book a useful tool, providing a strong foundation for hospitality marketing decision-making and know-how ... This book takes an integrative approach to marketing - explaining the how and why of everyone's role in marketing.
650			_aHOSPITALITY INDUSTRY -- MARKETING
700			_aBowen, John T.;Makens, James C. _eco-author;co-author
942			_2lcc _cBK
999			_c4424 _d4424