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Kotler, Philip.

Marketing for hospitality and tourism / Philip Kotler, John Bowen, James Makens. - 2nd editon - xv, 800 pages : color illustrations ; 26 cm.

Includes bibliographical references and index.

Preface About the Authors 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 Environmen t5 Marketing Information Systems and Marketing Research 6 Consumer Markets and Consumer Buying Behavior 7 Organizational Buyer Behavior of Group Marke t8 Market Segmentation, Targeting, and Positioning 9 Designing and Managing Products 10 Internal Marketing 11 Building Customer Loyalty through Quality 12 Pricing Products: Pricing Considerations, Approaches, and Strategy 13 Distribution Channels 14 Promoting Products: Communication and Promotion Policy 16 Promoting Products: Public Relations 17 Professional Sales 18 Destination Marketing 19 Next Year's Marketing PlanCase Studies Glossary Index

ISBN: 0130807958 9780130110312

LCCN: 98025191

Subjects--Topical Terms:
Hospitality industry--Marketing.
Tourism--Marketing.

LC Class. No.: TX911.3.M3 / K68 1999