Kotler, Philip. creator Bowen, John T. Makens, James C. text xxu Boston Pearson 2010 5th ed. monographic eng

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xxiii, 683.: ill.; 27cm. 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. Philip Kotler. Include index. Marketing TX911.3.M3K68 9780132453134 140602