02012cam a2200373 i 4500 17568226 OSt 20211129112024.0 121219s2014 maua b 001 0 eng 2012037955 97801292020037 1292020032 DLC eng LC rda DLC pcc TX911.3.M3.K68(6e) 338.4/791068 23 Kotler, Philip. Marketing for hospitality and tourism. / Philip Kotler, John T. Bowen, James C. Makens. 6th ed. Harlow: Pearson, 2014. ii, 629 pages : color illustrations ; 29 cm text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references and index. Contents: Introduction: marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- The marketing environment -- The role of marketing in strategic planning -- 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 -- 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 -- Destination marketing -- Next year's marketing plan -- Hospitality industry Marketing. Tourism Marketing. Bowen, John T. Makens, James C. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 8151 15651 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 TX911.3.M3.K68(6e) K/1619/1619/19 2021-11-29 00:00:00 1 2021-11-29 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 TX911.3.M3.K681(6e) K/1620/1620/19 2021-11-29 00:00:00 2 2021-11-29 BK