Marketing for hospitality and tourism /
Kotler, Philip.
Bowen, John T.
Makens, James C.
Boston ; London : Prentice Hall,
c2010.
Marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- Role of marketing in strategic planning -- Marketing environment -- 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.
Includes bibliographical references and index.
Hospitality industry
Tourism