Test Bank for Marketing for Hospitality and Tourism 6th Edition Kotler Bowen Makens 0132784025 9780132784023

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Marketing for Hospitality and Tourism, 6e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments.

Language: English
ISBN-10: 0132784025
ISBN-13: 978-0132784023
ISBN-13: 9780132784023

Author: Philip T. Kotler, John T. Bowen and James Makens

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Table of Content:

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. Managing Customer Information to Gain Customers Insights
6. Consumer Markets and Consumer Buying Behavior
7. Organizational Buyer Behavior of Group Market
8. Customer Driven Marketing Strategy: Creating Value for Target Customers

PART III: Developing the Hospitality and Tourism Customer Value-Driven Strategy and Mix
9. Designing and Managing Products and Brands: Building Customer Value
10. Internal Marketing
11. Pricing: Understanding and Capturing Customer Value
12. Marketing Channels: Delivering Customer Value
13. Engaging Customers and Communicating Customer Value
14. Public Relations and Sales Promotion
15. Professional Sales
16. Direct, Online, Social Media and Mobile

PART IV: Managing Hospitality and Tourism Marketing
17. Destination Marketing
18. Next Year’s Marketing Plan

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