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Marketing for Hospitality and Tourism, 8th edition

  • Philip T. Kotler
  • John T. Bowen
  • James Makens
  • Seyhmus Baloglu

Published by Pearson (February 22nd 2020) - Copyright © 2021

8th edition

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Overview

Dynamic content designed for the way today's students read, think, and learn brings concepts to life

  • Videos and interactives integrated directly into the author-created narrative keep students engaged as they read through each chapter. Thanks to this media-rich presentation of content, students are more likely to complete their assigned reading and retain what they’ve read.
  • Embedded assessments such as quizzes and concept checks afford students opportunities to check their understanding at regular intervals before moving on. Assessments in Revel let instructors gauge student comprehension frequently, provide timely feedback, and address learning gaps along the way.
  • The Revel mobile app lets students read, practice, and study – anywhere, anytime, on any device. Content is available both online and offline, and the app syncs work across all registered devices automatically, giving students great flexibility to toggle between phone, tablet, and laptop as they move through their day. The app also lets students set assignment notifications to stay on top of all due dates.
  • The Revel audio playlist lets students listen and learn as they go. 
  • NEW - The Revel skill for Amazon Alexa gives students the power to listen on Amazon Alexa-enabled devices using simple voice commands.
  • The writing functionality in Revel enables educators to integrate writing – among the best ways to foster and assess critical thinking – into the course without significantly impacting their grading burden.
    • Self-paced Journaling Prompts throughout the narrative encourage students to express their thoughts without breaking stride in their reading.
    • Assignable Shared Writing Activities direct students to share written responses with classmates, fostering peer discussion.
    • And Essays integrated directly within Revel allow instructors to assign the precise writing tasks they need for the course.
  • Highlighting, note taking, and a glossary let students read and study however they like. Educators can add notes for students, too, including reminders or study tips.

Latest trends in hospitality and tourism marketing

  • Students explore the roles of hospitality marketing and how they fit into broader operations. These roles include general manager, human resource manager, food and beverage manager, and front and back office staff.
  • REVISED - The digital marketing chapter (Chapter 16) has been rewritten by a technology expert to reflect the most up-to-date applications of digital marketing, such as the new uses and impact of social media.
  • Lively, full-color photographs, drawings, and tables bring concepts to life while engaging students.

Real-world applications

  • UPDATED - All-new case studies present real-world problems for students to analyze, discuss, and resolve.
  • Boxed marketing highlights connect the chapter material to real people and real examples in the industry, giving students applied knowledge to draw on in their future careers.
  • EXPANDED - New industry examples and illustrations have been woven into each chapter based on instructor feedback, keeping the text relevant and useful.

Hands-on practice and resources

  • NEW - New in-class exercises follow short 15- to 20-minute lectures on targeted topics to help students stay motivated and focused.
  • Experiential exercises challenge students to analyze marketing tactics used in the industry as a way to deepen their understanding of and ability to apply chapter concepts.
  • Internet exercises prompt learners to evaluate and become familiar with industry-leading websites.
  • REVISED - The instructor’s manual, test bank, and PowerPoint slides have been redone, improving quality support for instructors.

Superior assignability and tracking tools help educators make sure students are completing their reading and understanding core concepts

  • The assignment calendar allows educators to indicate precisely which readings must be completed on which dates. This clear, detailed schedule helps students stay on task by eliminating any ambiguity as to which material will be covered during each class. When they understand exactly what is expected of them, students are better motivated to keep up.
  • The performance dashboard empowers educators to monitor class assignment completion as well as individual student achievement. Actionable information, such as points earned on quizzes and tests and time on task, helps educators intersect with their students in meaningful ways. For example, the trending column reveals whether students’ grades are improving or declining, helping educators to identify students who might need help to stay on track.
  • LMS integration provides institutions, instructors, and students easy access to their Revel courses via Blackboard Learn, Canvas, Brightspace by D2L, and Moodle. With single sign-on, students can be ready to access an interactive blend of authors’ narrative, media, and assessment on their first day. Flexible, on-demand grade synchronization capabilities allow educators to control exactly which grades should be transferred to their LMS Gradebook.

Check out the preface for a complete list of features and what's new in this edition.

Table of contents

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 Customer Insights
6. Consumer Markets and Consumer Buying Behavior
7. Organizational Buyer Behavior
8. Customer-Driven Marketing Strategy: Creating Value for Target Customers

PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX
9. Designing and Managing Products and Brands: Building Customer Value
10. Internal Marketing
11. Pricing: Understanding and Capturing Customer Value
12. Distribution Channels Delivering Customer Value
13. Engaging Customers and Communicating Customer Value and Advertising
14. Promoting Products: Public Relations and Sales Promotions
15. Professional Sales
16. Direct, Online, Social Media, and Mobile Marketing

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
17. Destination Marketing
18. Next Year’s Marketing Plan

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