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Marketing for hospitality and tourism / Philip Kotler, John Bowen, James Makens.

Por: Colaborador(es): Tipo de material: TextoTextoDetalles 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
Contenidos:
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.
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Libros Biblioteca Francisco Xavier Clavigero Acervo Acervo General TX 911.M3 K68.1999 (Navegar estantería(Abre debajo)) ej. 1 Disponible BFXC043538

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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.