Marketing for Hospitality and Tourism, 8th edition By Philip Kotler, John T. Bowen, Seyhmus Baloglu (Test Bank )

Document Content and Description Below

Brief Contents PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS Introduction: Marketing for Hospitality and Tourism Service Characteristics of Hospitality and Tourism Marketing ... The Role of Marketing in Strategic Planning PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES The Marketing Environment Managing Customer Information to Gain Customer Insights Consumer Markets and Consumer Buying Behavior Organizational Buyer Behavior Customer-Driven Marketing Strategy: Creating Value for Target Customers PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX Designing and Managing Products and Brands: Building Customer Value Internal Marketing Pricing: Understanding and Capturing Customer Value Distribution Channels Delivering Customer Value Engaging Customers and Communicating Customer Value and Advertising Promoting Products: Public Relations and Sales Promotions Professional Sales Direct, Online, Social Media, and Mobile Marketing PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING Destination Marketing Next Year's Marketing Plan [Show More]

Last updated: 1 year ago

Preview 1 out of 325 pages