Kotler, Philip. creator Bowen, John T. Makens, James C. text bibliography mau 2014 6th ed. monographic eng

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ii, 629 pages : color illustrations ; 29 cm 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 -- Philip Kotler, John T. Bowen, James C. Makens. Includes bibliographical references and index. Hospitality industry Marketing Tourism Marketing TX911.3.M3.K68(6e) 338.4/791068 97801292020037 1292020032 2012037955 DLC 121219 20211129112024.0 17568226 eng