01695nam a2200205Ia 4500 CTU_187911 210402s9999 xx 000 0 und d 698000 338.4791068 K87 Kotler, Philip Marketing for hospitality and tourism Philip Kotler, John T. Bowen, James C. Makens Boston Pearson 2014 PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS 1. Introduction: Marketing for Hospitality and Tourism 2. Service Characteristics of hospitality and Tourism Marketing 3. The Role of Marketing in Strategic Planning PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES 4. The Marketing Environment 5. Marketing Information Systems and Marketing Research 6. Consumer markets and Consumer Buying Behavior 7. Organizational Buyer Behavior of Group Market 8. Market Segmentation, Targeting, and Positioning PART III: MANAGING HOSPITALITY AND TOURISM MARKETING 9. Destination Marketing 10. Next Year's Marketing Plan PART IV: DEVELOPING THE HOSPITALITY AND TOURISM MAKRETING MIX 11. Designing and Managing Products 12. Internal marketing 13. Pricing Products: Pricing Considerations, Approaches, and Strategy 14. Distribution Channels 15. Promoting Products: Communication and Promotion Policy and Advertising 16. Promoting Products: Public Relations and Sales Promotion 17. Professional Sales 18. Direct and Online Marketing: Building Customer Relationships Hospitality industry marketing,Tiếp thị ngành khách sạn Hải Trung tâm Học liệu Trường Đại học Cần Thơ