Marketing for hospitality and tourism [Material Impreso] / Philip Kotler, John Bowen, James Makens
Datos de publicación: Upper Saddle River, New Jersey: Prentice-Hall, c2003Edición: 3rd.edDescripción: xvii, 893 p. tbls., diagrs., grafs. 25 x 21 cm. IMPRESOISBN: 0-13-099611-4Tema(s): FIJACIÓN DE PRECIOS | CANALES DE DISTRIBUCIÓN | MARKETING TURÍSTICO | MARKETING DE SERVICIOS | HOTELES | RESTAURANTES | PLANIFICACION ESTRATEGICA | COMPORTAMIENTO DEL CONSUMIDOR | DISEÑO DE PRODUCTOS | PROMOCION DE PRODUCTOS | DEMANDA | RELACIONES PUBLICAS | SATISFACCIÓN DEL CLIENTE | PUBLICIDADResumen: Contiene: 1. Introduction: marketing for hospitality and tourism.- 2. Service characteristics of hospitality anf tourism marketing.- 3. The role of marketing in strategic planning.- 4. The marketing environment.- 5. Marketing information systems and marketing research.- 6. Consumer markets and comsumer buying behavior.- 7. Organizational buyer behavior of group market.- 8. Market segmentation, targeting, and positioning.- 9. Designing and managing products.- 10. Internal marketing.- 11. Building customer loyality trough quality.- 12. Pricing products: pricing considerations, approaches, and strategy.- 13. Distribution channels.- 14. Promoting products: communication and promotion policy and advertising.- 15. Promoting products: public relations and sales promotion.- 16. Electronic marketing: internet marketing, database marketing, and direct marketing.- 17. Professional sales.- 18. Destination marketing.- 19. Next year's marketing plan.| Tipo de ítem | Biblioteca de origen | Signatura topográfica | Estado | Fecha de vencimiento | Código de barras | |
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Pocitos | 658.834 7 KOTm I 3rd.ed. | Disponible | P29702 |
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Contiene: 1. Introduction: marketing for hospitality and tourism.- 2. Service characteristics of hospitality anf tourism marketing.- 3. The role of marketing in strategic planning.- 4. The marketing environment.- 5. Marketing information systems and marketing research.- 6. Consumer markets and comsumer buying behavior.- 7. Organizational buyer behavior of group market.- 8. Market segmentation, targeting, and positioning.- 9. Designing and managing products.- 10. Internal marketing.- 11. Building customer loyality trough quality.- 12. Pricing products: pricing considerations, approaches, and strategy.- 13. Distribution channels.- 14. Promoting products: communication and promotion policy and advertising.- 15. Promoting products: public relations and sales promotion.- 16. Electronic marketing: internet marketing, database marketing, and direct marketing.- 17. Professional sales.- 18. Destination marketing.- 19. Next year's marketing plan.
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