Overview

Revel™ is Pearson’s newest way of delivering our respected content. Fully digital and highly engaging, Revel replaces the textbook and gives students everything they need for the course. Informed by extensive research on how people read, think, and learn, Revel is an interactive learning environment that enables students to read, practice, and study in one continuous experience — for less than the cost of a traditional textbook.

Full Product Details

Author:   Philip Kotler ,  John Bowen ,  Seyhmus Baloglu ,  Seyhmus Baloglu (University of Nevada Las Vegas)
Publisher:   Pearson Education (US)
Imprint:   Pearson Education (US)
Edition:   8th edition
Dimensions:   Width: 21.60cm , Height: 0.20cm , Length: 27.90cm
Weight:   0.014kg
ISBN:  

9780135214404

ISBN 10:   0135214408
Publication Date:   22 February 2020
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Undefined
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

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. Managing Customer Information to Gain Customer Insights 6. Consumer Markets and Consumer Buying Behavior 7. Organizational Buyer Behavior 8. Customer-Driven Marketing Strategy: Creating Value for Target Customers PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX 9. Designing and Managing Products and Brands: Building Customer Value 10. Internal Marketing 11. Pricing: Understanding and Capturing Customer Value 12. Distribution Channels Delivering Customer Value 13. Engaging Customers and Communicating Customer Value and Advertising 14. Promoting Products: Public Relations and Sales Promotions 15. Professional Sales 16. Direct, Online, Social Media, and Mobile Marketing PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING 17. Destination Marketing 18. Next Year's Marketing Plan

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