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Marketing for hospitality and tourism / Philip Kotler, John T. Bowen, James C. Makens.
Detalles de publicación: Upper Saddle River, NJ : Prentice Hall, c2010.Edición: 5th edDescripción: xxiii, 683 p. : col. ill. ; 26 cmISBN:- 9780135045596
- 647.940688 K874m3 21
- TX911.3 .M3 K68 2010
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca de Mayagüez Colección General mb | TX911.3 .M3 K68 2010 (Navegar estantería(Abre debajo)) | Disponible | 50000003196754 |
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Descripciones mejoradas de Syndetics:
This hospitality marketing book builds on the authors' expertise to discuss an integrative approach to the major marketing decisions hospitality managers face in today's global marketplace. Experiential exercises and new material on social networking, database marketing and revenue management add to the work's usefulness.
Includes bibliographical references and index.
Tabla de contenidos provista por Syndetics
- Part I Understanding the Hospitality and Tourism Marketing Process
- 1 Introduction: Marketing for Hospitality and Tourism
- 2 Service Characteristics of Hospitality and Tourism Marketing
- 3 The Role of Marketing in Strategic Planning
- Part II Developing Hospitality and Tourism Marketing Opportunities and Strategies
- 4 The Marketing Environment
- 5 Marketing Information Systems and Marketing Research
- 6 Consumer Markets and Consumer Buying Behavior
- 7 Organizational Buyer Behavior of Group Market
- 8 Market Segmentation, Targeting, and Positioning
- Part III Developing the Hospitality and Tourism Marketing Mix
- 9 Designing and Managing Products
- 10 Internet Marketing
- 11 Pricing Products: Pricing Considerations, Approaches, and Strategy
- 12 Distribution Channels
- 13 Promoting Products: Communication and Promotion Policy and Advertising
- 14 Promoting Products: Public Relations and Sales Promotion
- 15 Professional Sales
- Part IV Managing Hospitality and Tourism Marketing
- 16 Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing
- 17 Destination Marketing
- 18 Next Yearrsquo;s Marketing Plan
- Case Studies
- Glossary
- Index