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Marketing for hospitality and tourism

Philip Kotler John Bowen (John T.) 1948-; James C Makens

Upper Saddle River, NJ Prentice Hall c1996

Localização: EACH - Esc. Artes, Ciências e Humanidades    (910.096588 K87m )(Acessar)

  • Título:
    Marketing for hospitality and tourism
  • Autor: Philip Kotler
  • John Bowen (John T.) 1948-; James C Makens
  • Assuntos: Hospitality industry -- Marketing; Tourism -- Marketing; Toeristenindustrie; Marketing; Lehrbuch; Tourismus; Hospitality industry -- Marketing; MARKETING TURÍSTICO; HOSPITALIDADE; HOTELARIA; INDÚSTRIA DO TURISMO; Tourism Marketing; Hotels Marketing
  • Notas: Includes bibliographical references and index
  • Descrição: Introduction: marketing for hospitality and tourism -- Social foundations of marketing: meeting human needs -- The role of marketing in strategic planning -- Service characteristics of hospitality and tourism marketing -- The marketing environment -- Marketing research and information systems -- Consumer markets and consumer buying behavior -- Organizational buyer behavior of group markets -- Market segmentation, targeting, and positioning -- Designing and managing products -- Internal marketing -- Building customer satisfaction through quality -- Pricing products: pricing considerations, approaches, and strategy -- Managing capacity and demand -- Distribution channels -- Promoting products: communication and promotion policy -- Promoting products: advertising, direct marketing, and sales promotion -- Promoting products: public relations -- Professional sales -- Destination marketing -- Next year's marketing plan
  • Editor: Upper Saddle River, NJ Prentice Hall
  • Data de criação/publicação: c1996
  • Formato: xv, 704 p. ill. (chiefly col.) ; 27 cm.
  • Idioma: Inglês;Português
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  • Realização: ABCD-USP USP   Logos de Redes Sociais: Freepik

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