Commercial Law > TEST BANK > Marketing for Hospitality and Tourism, 8th edition By Philip Kotler, John T. Bowen, Seyhmus Baloglu  (All)

Marketing for Hospitality and Tourism, 8th edition By Philip Kotler, John T. Bowen, Seyhmus Baloglu (Test Bank )

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Brief Contents PART I: UNDERSTANDING THE HOSPITALITY AND TOURISM MARKETING PROCESS Introduction: Marketing for Hospitality and Tourism Service Characteristics of Hospitality and Tourism Marketing ... The Role of Marketing in Strategic Planning PART II: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES The Marketing Environment Managing Customer Information to Gain Customer Insights Consumer Markets and Consumer Buying Behavior Organizational Buyer Behavior Customer-Driven Marketing Strategy: Creating Value for Target Customers PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX Designing and Managing Products and Brands: Building Customer Value Internal Marketing Pricing: Understanding and Capturing Customer Value Distribution Channels Delivering Customer Value Engaging Customers and Communicating Customer Value and Advertising Promoting Products: Public Relations and Sales Promotions Professional Sales Direct, Online, Social Media, and Mobile Marketing PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING Destination Marketing Next Year's Marketing Plan [Show More]

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