Marketing for hospitality and tourism / Philip Kotler, John Bowen, James Makens.
Tipo de material: TextoDetalles de publicación: Upper Saddle River, N.J. : Prentice Hall, 1999.Edición: 2nd edDescripción: xv, 800 p. : il. ; 25 cmTema(s): Clasificación LoC:- TX 911.M3 K68.1999
Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | Copia número | Estado | Fecha de vencimiento | Código de barras | |
---|---|---|---|---|---|---|---|---|
Libros | Biblioteca Francisco Xavier Clavigero Acervo | Acervo General | TX 911.M3 K68.1999 (Navegar estantería(Abre debajo)) | ej. 1 | Disponible | BFXC043538 |
Incluye glosario e índice.
Introduction: marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- The role of marketing in strategic planning -- The marketing environment -- Marketing information systems and marketing research -- Consumer markets and consumer buying behavior -- Organizational buyer behavior of group market -- Market segmentation, targeting and positioning -- Designing and managing products -- Internal marketing -- Building customer loyalty through quality -- Pricing products: pricing considerations, approaches, and strategy -- Distribution channels -- Promoting products: communication and promotion policy and advertising -- Promoting products: public relations and sales promotion -- Electronic marketing: Internet marketing, database marketing, and direct marketing -- Professional sales -- Destination marketing -- Next year's marketing plan.