Marketing for hospitality and tourism /
Kotler, Philip.
Marketing for hospitality and tourism / Philip Kotler, John Bowen, James Makens. - 2nd ed. - Upper Saddle River, NJ : Prentice Hall, c1999. - xv, 800 p. : col. ill. ; 26 cm.
Includes bibliographical references and index.
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 environment 00 5.Marketing information systems and marketing research -- 8.Market segmentation, targeting and positioning -- 9.Designing and managing products -- 10.Internal marketing -- 11.Building customer loyalty through quality -- 13.Distribution channels -- 14.Promoting products: communication and promotion policy -- 15.Promoting products: advertising, direct marketing, and sales -- 16.Promoting products -- 17.Professional sales -- 18.Destination marketing -- 19.Next year's marketing plan.
0130807958
98025191
Hospitality industry--Marketing.
Tourism--Marketing.
647.940688 KOT
TX911.3.M3K68 / 1999
Marketing for hospitality and tourism / Philip Kotler, John Bowen, James Makens. - 2nd ed. - Upper Saddle River, NJ : Prentice Hall, c1999. - xv, 800 p. : col. ill. ; 26 cm.
Includes bibliographical references and index.
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 environment 00 5.Marketing information systems and marketing research -- 8.Market segmentation, targeting and positioning -- 9.Designing and managing products -- 10.Internal marketing -- 11.Building customer loyalty through quality -- 13.Distribution channels -- 14.Promoting products: communication and promotion policy -- 15.Promoting products: advertising, direct marketing, and sales -- 16.Promoting products -- 17.Professional sales -- 18.Destination marketing -- 19.Next year's marketing plan.
0130807958
98025191
Hospitality industry--Marketing.
Tourism--Marketing.
647.940688 KOT
TX911.3.M3K68 / 1999