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Marketing for Hospitality and Tourism - Pearson

Marketing for Hospitality and TourismPhilip Kotler John T. Bowen Seyhmus BalogluContributions by Cristian MorosanEIGHTH 115/07/19 8:10 PMVice President, Portfolio Management: Andrew GilfillannPortfolio Manager: Pamela ChirlsEditorial Assistant: Lara DimmickProduct Marketing Manager: Heather TaylorDirector, Digital Studio and Content Production: Brian HylandsManaging Producer: Cynthia ZonneveldContent Producer: Rinki KaurManager, Rights Management: Johanna BurkeManufacturing Buyer: Deidra HeadleeFull-Service Management and Composition: Integra Software Services, Project Manager.

Importance of Marketing 8 Tourism Marketing 8 Definition of Marketing 9 MARKETING HIGHLIGHT 1.1 HOW FOUR SEASONS HOTELS AND RESORTS DELIGHTS ITS CUSTOMERS 9 ... Cultural Factors 158 Social Factors 161 MARKETING HIGHLIGHT 6.1 TAPPING SOCIAL MEDIA MOMS AS BRAND AMBASSADORS 164 Personal Factors 166

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Transcription of Marketing for Hospitality and Tourism - Pearson

1 Marketing for Hospitality and TourismPhilip Kotler John T. Bowen Seyhmus BalogluContributions by Cristian MorosanEIGHTH 115/07/19 8:10 PMVice President, Portfolio Management: Andrew GilfillannPortfolio Manager: Pamela ChirlsEditorial Assistant: Lara DimmickProduct Marketing Manager: Heather TaylorDirector, Digital Studio and Content Production: Brian HylandsManaging Producer: Cynthia ZonneveldContent Producer: Rinki KaurManager, Rights Management: Johanna BurkeManufacturing Buyer: Deidra HeadleeFull-Service Management and Composition: Integra Software Services, Project Manager.

2 Rammohan KrishnamurthyCover Design: Studio MontageCover Photo: : LSC Communications, Printer: Phoenix Color/HagerstownText Font: Melior Com 9/11 Copyright 2021, 2017, 2014 by Pearson Education, Inc. 221 River Street, Hoboken, NJ 07030. All rights in the United States of America. This publication is protected by Copyright, and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise.

3 For information regarding permissions, request forms, and the appropriate contacts within the Pearson Education Global Rights and Permissions department, please visit www. of third-party content appear on the appropriate page within the and ALWAYS LEARNING are exclusive trademarks owned by Pearson Education, Inc. or its affiliates in the and/or other countries. Unless otherwise indicated herein, any third-party trademarks, logos, or icons that may appear in this work are the property of their respective owners, and any references to third party trademarks, logos, icons, or other trade dress are for demonstrative or descriptive purposes only.

4 Such references are not intended to imply any sponsorship, endorsement, authorization, or pro-motion of Pearson s products by the owners of such marks, or any relationship between the owner and Pearson Education, Inc., authors, licensees, or of Congress Cataloging-in-Publication DataNames: Kotler, Philip, : Marketing for Hospitality and Tourism / Philip Kotler, John T. Bowen, Seyhmus : Eighth edition. | Hoboken : Pearson , [2019] | Includes bibliographical references and : LCCN 2019014463| ISBN 9780135209844 | ISBN 0135209846 Subjects: LCSH: Hospitality industry Marketing .

5 | Tourism : LCC K68 2019 | DDC dc23 LC record available at 10: 0-13-520984-6 ISBN 13: 978-0-13-520984-4 SVE ISBN 10: 0-13-520987-0 SVE ISBN 13: 215/07/19 8:10 PMThis book is dedicated to Nancy, my wife and best friend, with love to my wife, Toni, and children, Casey and Kelly. A special recognition and thank you to my friend and colleague, Jim Makens, who coauthored the previous seven editions of the book. We appreciate his contributions to the past editions, many of which live on in this T. my wife, Zerrin, and our two sons, Derin and Deniz, with 315/07/19 8:10 PMivPART I Defining Hospitality and Tourism Marketing and the Marketing Process 1 1.

6 Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism 3 2. Services Marketing Concepts Applied to Marketing for Hospitality and Tourism 34 3. Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships 57 PART II Understanding the Marketplace and Customer Value 85 4. Analyzing the Marketing Environment 87 5. Managing Customer Information to Gain Customer Insights 116 6.

7 Consumer Markets and Consumer Buying Behavior 156 7. Organizational Buyer Behavior 182 8. Customer-Driven Marketing Strategy: Creating Value for Target Customers 204 PART III Designing Customer Value-Driven Strategy and Mix 233 9. Designing and Managing Products and Brands: Building Customer Value 235 10. Internal Marketing 272 11. Pricing: Understanding and Capturing Customer Value 296 12.

8 Distribution Channels Delivering Customer Value 331 BRIEF 415/07/19 8:10 PMBrief Contents v 13. Engaging Customers and Communicating Customer Value and Advertising 358 14. Promoting Products: Public Relations and Sales Promotions 395 15. Professional Sales 422 16. Direct, Online, Social Media, and Mobile Marketing 459 PART IV Managing Hospitality and Tourism Marketing 491 17.

9 Destination Marketing 493 18. Next Year s Marketing Plan 515/07/19 8:10 PMviTo the Student xiiiPreface xviiAbout the Authors xxPART I Defining Hospitality and Tourism Marketing and the Marketing Process 11 Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism 3 YOUR PASSPORT TO SUCCESS 5 CUSTOMER ORIENTATION 6 WHAT IS Hospitality AND Tourism Marketing ? 7 Marketing IN THE Hospitality AND TRAVEL INDUSTRIES 8 importance of Marketing 8 Tourism Marketing 8 Definition of Marketing 9 Marketing HIGHLIGHT HOW FOUR SEASONS HOTELS AND RESORTS DELIGHTS ITS CUSTOMERS 9 The Marketing Process 10 UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS 10 Customer Needs, Wants, and Demands 10 Market Offerings.

10 Tangible Products, Services, and Experiences 12 Customer Value and Satisfaction 12 Exchanges and Relationships 13 Markets 13 DESIGNING CUSTOMER VALUE-DRIVEN Marketing STRATEGY 13 Selecting Customers to Serve 14 Marketing Management Orientations 14 PREPARING AN INTEGRATED Marketing PLAN AND PROGRAM 16 MANAGING CUSTOMER RELATIONSHIPS AND CAPTURING VALUE 16 Customer Relationship Management 17 Customer Engagement and Today s Digital and Social Media 19 Partner Relationship Management 20 CAPTURING VALUE FROM CUSTOMERS 20 Customer Loyalty and Retention 21 Growing Share


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