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  MARKETING FOR HOSPITALITY AND TOURISM, 8/E
   
    저자 Philip T. Kotler / John T. Bowen /
    출판사 Pearson Higher Education
    출판년도 2021 / 686 pages
    ISBN 978-1-292-36351-6        판매가 53,000원
  
 
TITLE INFORMATION

Table of Contents
PART I : DEFINING HOSPITALITY AND TOURISM MARKETING AND THE MARKETING PROCESS

1. Creating Customer Value and Engagrment Through Marketing for Hostpitality and Tourism

2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism

3. Marketing Strategy : Partnering to Build Customer Engagement, Value, and Relationships


PART II : UNDERSTANDING THE MARKETPLACE AND CUSTOMER VALUE

4. Analyzing the Marketing Environment

5. Managing Customer Information to Gain Customer Insights

6. Consumer Markets and Consumer Buying Behavior

7. Organizational Buyer Behavior

8. Customer-Driven Marketing Strategy : Creating Value for Target Customers


PART III : DESIGNING CUSTOMER VALUE-DRIVEN STRATEGY AND MIX

9. Designing and Managing Products and Brands : Building Customer Value

10. Internal Marketing

11. Pricing : Understanding and Capturing Customer Value

12. Distribution Channerls Delivering Customer Value

13. Ebgaging Customers and Communicating Customer Value and Advertising

14. Promoting Products : Public Relations and Sales Promotions

15. Professional Sales

16. Direct, Online, Spcial Media, and Mobile Marketing


PART IV : MANAGING HOSPITALITY AND TOURISM MARKETING

17. Destination Marketing

18. Next Year's Marketing Plan


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