This title is out of print.
Philip T. Kotler, Northwestern University
John T. Bowen, University of Houston
James Makens, Wake Forest University
For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.
THE 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.
Author expertise–makes this the definitive source for Hospitality Marketing.
· Translates the authors’ rich industry and academic experience into what is know as “The bible of the field.”
An integrative approach–explains the role of marketing in the hospitality operation—focusing on the how and why of everyone's role in marketing.
· Shows students how each team member is involved in marketing–whether their primary role is general management, human resource management, food and beverage management, or front of the house or back of the house operations.
An international focus–reflects the global nature of the industry.
· Uses business and cultural examples from all over the world.
Coverage of more key topics–such as internal marketing, destination marketing and public relations.
· Gives students a professional advantage by exposing them to important aspects and nuances of state-of-the-art marketing.
Chapter on Electronic Marketing–see Chapter 16.
· Provides students with a solid overview of Internet marketing, database marketing and direct marketing.
Chapter-opening mini-cases–describe how an actual hospitality and travel company has successfully applied marketing.
· Helps students understand and remember the concepts presented in the chapter and how the material in the chapter relates to actual business situations.
Marketing Highlights, video cases, and real world industry examples.
· Features real people, real companies and concrete examples of theoretical content.
Experiential AND Internet-Related chapter ending exercises–challenge students to address real-world situations and consider appropriate methods of action.
· Experiential exercises require students to interact with the industry by visiting a business or analyzing a specific marketing aspect of a real business. Internet exercises familiarize students with resources available on the web.
Internet links–are referenced throughout the book’s margins.
· Identifies Internet resources by an “e” in the margin and familiarizes readers with important industry sites.
Vivid full-color visuals–include lively photographs, drawings, and tables of hospitality businesses and advertisements.
· Maintains students’ interest and shows marketing in action.
New to this Edition
Fully updated to include new topics such as:
· Social Networking
· More on revenue management
· Database marketing
New! Customer loyalty information is addressed throughout.
· Discusses building customer loyalty and quality within the context of various chapter.
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. Marketing Information Systems and Marketing Research
6. Consumer Markets and Consumer Buying Behavior
7. Organizational Buyer Behavior of Group Market
8. Market Segmentation, Targeting, and Positioning
PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX
9. Designing and Managing Products
10. Internet Marketing
11. Pricing Products: Pricing Considerations, Approaches, and Strategy
12. Distribution Channels
13. Promoting Products: Communication and Promotion Policy and Advertising
14. Promoting Products: Public Relations and Sales Promotion
15. Professional Sales
PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING
16. Electronic Marketing: Internet Marketing, Database Marketing, and Direct Marketing
17. Destination Marketing
18. Next Year’s Marketing Plan
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