000			02874nam a2200277 i 4500
003			MIUC
005			20200303160013.0
008			170616s2010 maua 001 | eng
020			_a9780132453134
040			_aMIUC _beng _cMIUC
082	0		_a658.804
100	1		_938 _aKotler, Philip
245	1	0	_aMarketing for hospitality and tourism / _cPhilip Kotler, John T. Bowen, James C. Makens.
250			_a5th ed., international ed.
260			_aBoston, etc. : _bPearson, _c2010.
300			_axxiii, 683 p. : _bill. col. ; _c29 cm.
336			_2rdacontent _atext
504			_aIncludes bibliographical references and index.
505	0		_aPt. 1. Understanding the hospitality and tourism marketing process -- Ch. 1. Introduction: Marketing for hospitality and tourism -- Ch. 2. Service characteristics of hospitality and tourism marketing -- Ch. 3. The role of marketing in strategic planning -- Pt. 2. Developing hospitality and tourism marketing opportunities and strategies -- Ch. 4. The marketing environment -- Ch. 5. Marketing information systems and marketing research -- Ch. 6. Consumer markets and consumer buying behavior -- Ch. 7. Organizational buyer behavior of group market -- Ch. 8. Market segmentation, targeting, and positioning -- Pt. 3. Developing the hospitality and tourism marketing mix -- Ch. 9. Designing and managing products -- Ch. 10. Internal marketing -- Ch. 11. Pricing products: pricing considerations, approaches, and strategy -- Ch. 12. Distribution channels -- Ch. 13. Promoting products: communication and promotion policy and advertising -- Ch. 14. Promoting products: public relations and sales promotion -- Ch. 15. Professional sales -- Ch. 16. Direct and online marketing: building customer relationships -- Pt. 4. Managing hospitality and tourism marketing -- Ch. 17. Destination marketing -- Ch. 18. Next year's marketing plan -- Appendixes -- Case studies.
520			_aThe most widely used Hospitality marketing text-this four-color leader is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Building on the authors' expertise, it uses an integrative approach to discuss the major marketing decisions hospitality marketing managers face in today's global marketplace. Video cases, chapter examples and marketing highlights showcase real people and companies and demonstrate how marketing impacts every member of the hospitality team. Experiential exercises and new material on social networking, database marketing and revenue management help solidify the book's position as the definitive source for information on hospitality marketing.
650		0	_93404 _aHospitality industry
650		0	_9211 _aTourism _xMarketing
700	1		_4aut _93405 _aBowen, John _d1948- _q(John T.),
700	1		_4aut _93406 _aMakens, James C.
942			_2ddc _cBK