TY  - BOOK
AU  - Kotler,Philip
AU  - Bowen,John
AU  - Makens,James C.
TI  - Marketing for hospitality and tourism
SN  - 0130807958 :
AV  - TX911.3.M3 K68 1999
PY  - 1999///
CY  - Upper Saddle River, NJ
PB  - Prentice Hall
KW  - Hospitality industry
KW  - Marketing
KW  - Tourism
N1  - Includes bibliographical references and index; Introduction: Marketing for Hospitality and Tourism -- Chapter Objectives -- Customer Orientation -- What Is Hospitality and Tourism Marketing? -- Marketing in the Hospitality Industry -- Marketing Highlight 1-1 -- Marketing Management -- Marketing Management Philosophies -- Marketing Challenges -- Marketing's Future -- Great Leaders -- Service Characteristics of Hospitality and Tourism Marketing -- Chapter Objectives -- The Service Culture -- Characteristics of Service Marketing -- Management Strategies for Service Businesses -- Marketing Highlight 2-1: Ritz-Carlton: Taking Care of Those Who Take Care of Customers -- Overview of Service Characteristics: The Servuction Model -- The Role of Marketing in Strategic Planning -- Chapter Objectives -- Nature of High-Performance Business -- Corporate Strategic Planning -- Marketing Highlight 3-1 -- Business Strategy Planning -- Unique Challenges of the Hotel Industry -- The Marketing Environment -- Chapter Objectives -- The Company's Micro-Environment -- The Company's Macroenvironment -- Marketing Highlight 4-1: Days Inn Targets Senior Employees -- Employees -- Marketing Highlight 4-3: Popcorn's Cultural Trends -- The Environmental Factors are Linked -- Responding to the Marketing Environment -- Marketing Information Systems and Marketing Research -- Chapter Objectives -- The Marketing Information System -- Assessing Information Needs -- Developing Information -- Marketing Highlight 5-1: A "Questionable" Questionnaire -- Marketing Highlight 5-2: Research Problem Areas -- Marketing Highlight 5-3: The Internet: A Great Source of Marketing Information -- Marketing Research in Smaller Organizations -- Marketing Highlight 5-4: Marketing Research in Small Business -- Consumer Markets and Consumer Buying Behavior -- Chapter Objectives -- A Model of Consumer Behavior -- Personal Characteristics Affecting Consumer Behavior -- Marketing Highlight 6-1: Senior Consumers -- Consumer Involvement in the Buying Decision -- The Buyer Decision Process -- Marketing Highlight 6-2: Unique Aspects of Hospitality and Travel Consumers -- Organizational Buyer Behavior of Group Market -- Chapter Objectives -- The Organizational Buying Process -- Participants in the Organizational Buying Process -- Major Influences on Organizational Buyers -- Organizational Buying Decisions -- Group Business Markets -- Dealing with Meeting Planners -- The Corporate Account and Corporate Travel Manager -- Market Segmentation, Targeting, and Positioning -- Chapter Objectives -- Markets -- Market Segmentation -- Market Targeting -- Marketing Highlight 8-1: Restaurant Chain Targets Hispanic Consumers -- Marketing Highlight 8-2: The Business Traveler -- Positioning for a Competitive Advantage -- Designing and Managing Products -- Chapter Objectives -- What is a Product? -- Product Levels -- Product Issues -- Brand Decisions -- Marketing Highlight 9-1 -- New Product Development -- Marketing Highlight 9-2: Radisson Hotels Develops Its Own Pizza Company as a Competitive Move -- Product Development through Acquisition -- Product-Life-Cycle Strategies -- Marketing Highlight 9-3: Restaurants and Hotels Develop New Product Ideas -- Product Deletion -- Internal Marketing -- Chapter Objectives -- Internal Marketing -- The Internal Marketing Process -- Marketing Highlight 10-1: Walt Disney Enterprises: A Highly Responsive Organization -- Nonroutine Transactions -- Building Customer Loyalty through Quality -- Chapter Objectives -- Defining Customer Value and Satisfaction -- Marketing Highlight 11-1: Tracking Customer Satisfaction -- Relationship Marketing -- Retaining Customers -- The Ultimate Test: Customer Profitability -- The Line Between Marketing and Quality -- What is Quality? -- Benefits of Service Quality -- Developing a Service Quality Program -- Capacity and Demand Management -- The Five-Gap Model of Service Quality -- Forecasting Market Demand -- Pricing Products: Pricing Considerations, Approaches, and Strategy -- Chapter Objectives -- Price -- Factors to Consider when Setting Prices -- Marketing Highlight 12-1: Aspen Skiing Company Knows Out-of-State Visitors Are Less Price Sensitive -- Marketing Highlight 12-2: Price Fixing -- General Price Approaches -- Pricing Strategies -- Other Pricing Considerations -- Price Changes -- Distribution Channels -- Chapter Objectives -- Nature and Importance of Distribution Systems -- Nature of Distribution Channels -- Marketing Intermediaries -- Marketing Highlight 13-1: Top Ten Ideas for Working with Travel Agents -- Channel Behavior and the Organization -- Marketing Highlight 13-2: The Hilton Model -- Selecting Channel Members -- Responsibilities of Channel Members and Suppliers -- Business Location -- Promoting Products: Communication and Promotion Policy -- Chapter Objectives -- Steps in Developing Effective Communication -- Setting the Total Promotion Budget and Mix -- Promoting Products: Advertising, Direct Marketing, and Sales Promotion -- Chapter Objectives -- Advertising -- Major Decisions in Advertising -- Marketing Highlight 15-1: How Does an Advertising Agency Work? -- Marketing Highlight 15-2: An Emerging Advertising Medium: The World Wide Web -- Marketing Highlight 15-3: Association Advertising -- Direct Marketing -- Sales Promotion -- Marketing Highlight 15-4: The Teller House Uses Database Marketing to Thrive While Others Fail -- Promoting Products: Public Relations -- Chapter Objectives -- Public Relations -- Major Activities of PR Departments -- Marketing Highlight 16-1: Taco Bell Provided Example of Creative Publicity -- Publicity -- Marketing Highlight 16-2: Singapore Suntec Centre -- The Public Relations Process -- Major Tools in Marketing PR -- Public Relations Opportunities For The Hospitality Industry -- Crisis Management -- Local Store Marketing -- Professional Sales -- Chapter Objectives -- Management of Professional Sales -- Nature of Hospitality Sales -- Sales-Force Objectives -- Sales-Force Structure and Size -- Organizing the Sales Department -- Recruiting and Training a Professional Sales Force -- Managing the Sales Force -- Destination Marketing -- Chapter Objectives -- The Globalization of the Tourist Industry -- Importance of Tourism to a Destination's Economy -- Marketing Highlight 18-1: Hong Kong Hotels Association -- Marketing Highlight 18-2: Lifting the Fog -- Marketing Highlight 18-3: Stop the Brutal Marketing -- Tourism Strategies and Investments -- Marketing Highlight 18-4: Gambling on Central City -- Segmenting and Monitoring the Tourist Market -- Communicating with the Tourist Market -- Organizing and Managing Tourism Marketing -- Marketing Highlight 18-5: National Tourism Organizations: How They Work -- Next Year's Marketing Plan -- Chapter Objectives -- Purpose of a Marketing Plan -- Executive Summary -- Corporate Connection -- Environmental Analysis and Forecasting -- Segmentation and Targeting -- Next Year's Objectives and Quotas -- Action Plans: Strategies and Tactics -- Resources Needed to Support Strategies and Meet Objectives -- Marketing Control -- Presenting and Selling the Plan -- Preparing for the Future -- Case Studies
N2  - Philip Kotler, one of the world's foremost authorities on marketing, along with hospitality marketing experts John Bowen and James Makens bring their knowledge of the industry to the pages of Marketing for Hospitality and Tourism, 2/e. The authors' understanding of the industry provides for a very readable and extremely practical text. Introductory students and experienced managers alike will find this book a useful tool, providing a strong foundation for hospitality marketing decision-making and know-how
ER  -