Marketing for hospitality and tourism [Texte imprimé] / Philip Kotler, John T. Bowen, James C. Makens.

Edition: 5th ed. (international ed.)
ISBN: 978-0-13-245313-4 (br)
0-13-245313-4 (br)
Note de bibliographie: Notes bibliogr. Index.
Table des matières: P. 1 Part I, Understanding the hospitality and tourism marketing process P. 3 1, Introduction : marketing for hospitality and tourism P. 33 2, Service characteristics of hospitality and tourism marketing P. 57 3, The role of marketing in strategic planning P. 83 Part II, Developing hospitality and tourism marketing opportunities and strategies P. 85 4, The marketing environment P. 113 5, Marketing information systems and marketing research P. 149 6, Consumer markets and consumer buying behavior P. 175 7, Organizational buyer behavior of group market P. 197 8, Market segmentation, targeting and positioning P. 227 Part III, Developing the hospitality and tourism marketing mix P. 229 9, Designing and managing products P. 267 10, Internal marketing P. 289 11, Pricing products : pricing considerations, approaches and strategy P. 327 12, Distribution channels P. 357 13, Promotion products : communication and promotion policy and advertising P. 395 14, Promoting products : public relations and sales promotion P. 425 15, Professional sales P. 467 16, Direct and online marketing : building customer relationships P. 499 Part IV, Managing hospitality and tourism marketing P. 501 17, Destination marketing P. 537 18, Next year's marketing plan
Bibliothèque Cote Statut Date de retour prévue Code barres Format
BU Vauban EDHEC Business School Lille  343.13 KOT  Disponible   --   00077575   Monographie imprimée