Description

Features

• NEW - A chapter on Electronic Marketing.

  • Provides students with a solid overview of Internet database, and direct marketing.

• NEW - Expanded internet support—Features a website with support for both students and instructors. With Teaching Notes in the Instructor's Manual.

  • The student site features chapter-relevant Internet links, test questions for student assessment, and links to websites related to hospitality and tourism marketing.

• NEW - More Cases—With Teaching Notes in the Instructor's Manual.

  • Shows students how text content relates to actual business situations.

• NEW - New Video Cases.

  • Provides an excellent bridge between marketing theory and reality, and can lead into excellent discussions on the application of marketing concepts.

• NEW - Additional real-life industry examples—Drawn from the authors' own experiences.

  • Shows how well-known and little-known companies assess and solve their marketing problems.

• NEW - Additional boxed Marketing Highlights.

  • Provide practical insights into each chapter's material.

• NEW - 3 types of chapter-end questions and exercises—Now includes Discussion, Experiential, AND Internet-Related exercises.

  • Experiential exercises require students to interact with the industry by visiting a business or analyzing a specific marketing aspect of a real business. Internet exercises familiarize students with resources available on the web.

• NEW - Lists of key terms and complete glossary—Key marketing/hospitality terms are listed at the end of each chapter, and a complete end-of-text glossary defines all terms.

  • Provides students with a convenient source for learning and reviewing the professional vocabulary needed for effective communication on the job.

• NEW - Internet links related to chapter material are referenced throughout the book—Identified by an “e” in the margin.

  • These links are easily accessed via the companion website.

• Comprehensive and flexible—Enables instructors to easily use all 19 chapters or choose the ones that best fit their course. The Instructor's Manual provides sample outlines for using different chapters.

  • Provides a text that meets many applications.

• An integrative approach—Explains the role of marketing in the hospitality operation—focusing on the how and why of everyone's role in marketing.

  • Shows students that whether they will be involved primarily in marketing, sales, human resource management, food and beverage management, front of the house or back of the house operations, or general management—they will be involved in marketing.

• An international focus—Examples interwoven throughout show how domestic companies are expanding overseas, while their home markets are being invaded by international companies.

  • Exposes students to business and cultural examples from other parts of the world.

• Coverage of often slighted key topics—e.g., internal marketing; “building customer satisfaction through quality”; destination marketing; public relations.

  • Gives students a professional advantage by exposing them to important aspects and nuances of state-of-the-art marketing.

• Chapter-opening mini-case studies—Describes an actual company situation which can be resolved through an understanding of the chapter's content.

  • Shows students how the material in the chapter relates to actual business situations.

• Vivid full-color photographs and illustrations—Of hospitality businesses and advertisements.

  • Enables students to see businesses and advertisements as they really appear.

• Chapter Objectives.

  • Helps students maintain a careful focus as they study chapter material.

• Chapter Reviews.

  • Provides students with convenient review and assessment tools, and stimulates classroom discussions.

New To This Edition

• A chapter on Electronic Marketing.

  • Provides students with a solid overview of Internet database, and direct marketing.

• Expanded internet support—Features a website with support for both students and instructors. With Teaching Notes in the Instructor's Manual.

  • The student site features chapter-relevant Internet links, test questions for student assessment, and links to websites related to hospitality and tourism marketing.

• More Cases—With Teaching Notes in the Instructor's Manual.

  • Shows students how text content relates to actual business situations.

• New Video Cases.

  • Provides an excellent bridge between marketing theory and reality, and can lead into excellent discussions on the application of marketing concepts.

• Additional real-life industry examples—Drawn from the authors' own experiences.

  • Shows how well-known and little-known companies assess and solve their marketing problems.

• Additional boxed Marketing Highlights.

  • Provide practical insights into each chapter's material.

• 3 types of chapter-end questions and exercises—Now includes Discussion, Experiential, AND Internet-Related exercises.

  • Experiential exercises require students to interact with the industry by visiting a business or analyzing a specific marketing aspect of a real business. Internet exercises familiarize students with resources available on the web.

• Lists of key terms and complete glossary—Key marketing/hospitality terms are listed at the end of each chapter, and a complete end-of-text glossary defines all terms.

  • Provides students with a convenient source for learning and reviewing the professional vocabulary needed for effective communication on the job.

• Internet links related to chapter material are referenced throughout the book—Identified by an “e” in the margin.

  • These links are easily accessed via the companion website.

Table of Contents



 1. Introduction: Marketing for Hospitality and Tourism.


 2. Service Characteristics of Hospitality and 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 Consumer 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 Loyalty through 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.


Case Studies.


Glossary.

Courses

Hospitality Marketing  (Hospitality)

Next Edition(s)

• Marketing for Hospitality & Tourism, 5/E
  Kotler, Bowen & Makens
  ©2010  |  Prentice Hall  |  Cloth; 720 pp  |  Instock
  ISBN-10: 0135045592  |  ISBN-13: 9780135045596
  Suggested retail price: $128.80  Buy from myPearsonStoreNet price: $96.60  (What's this?)Brief Description  | 

  

  For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.

   

  THE most widely used Hospitality marketing text–this four-color leader is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Building on the authors’ expertise, it uses an integrative approach to discuss the major marketing decisions hospitality marketing managers face in today's global marketplace. Video cases, chapter examples and marketing highlights showcase real people and companies and demonstrate how marketing impacts every member of the hospitality team. Experiential exercises and new material on social networking, database marketing and revenue management help solidify the book’s position as the definitive source for information on hospitality marketing.

  More Info
  

Author Bios

Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at M.LT., both in economics. Dr. Kotler is author of Marketing Management: Analysis, Planning, Implementation, and Control (Prentice Hall), now in its tenth edition and the most widely used marketing textbook in graduate schools of business. He has authored several other successful books, and he has written over ninety articles for leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Dr. Kotler's numerous major honors include the Paul D: Converse Award given by the American Marketing Association to honor "outstanding contributions to science in marketing" and the Stuart Henderson Britt Award as Marketer of the Year. He was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. He has also received the Charles Coolidge Parlin Award, which each year honors an outstanding leader in the field of marketing. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences (TIMS) and a director of the American Marketing Association. He has consulted with many major U.S. and foreign companies on marketing strategy.

John Bowen is Professor and Director of Graduate Studies in the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas. John has received wide recognition for his teaching and research in the area of hospitality marketing, marketing strategy, and services marketing. He has won awards for both his teaching and research. John has presented marketing courses and seminars in Asia, Australia, Central America, South America, and Europe and has published over eighty articles on marketing. John is the editor of UNLV Gaming Research and Review Journal, a regional editor for the Americas of The International Journal of Contemporary Hospitality Management, and the North American Research Director for Worldwide Hospitality and Tourist Trends (WHATT). John has managed hospitality businesses at both the unit and corporate level. He currently consults with hospitality businesses on customer loyalty, database marketing, and marketing strategy. John's formal education includes a B.S. in Hotel Administration from Cornell University, an MBA and M.S. from Corpus Christi State University, and a Ph.D. in marketing from Texas A&M University. John is a Fellow of HCIMA.

James C. Makens is actively involved with the travel industry. He has conducted executive training for the Sheraton Corporation, Regent International Hotels, The Taiwan Hotel Association, and Travelodge of Australia. He has also conducted marketing seminars for tourism ministries or travel associations in Australia, New Zealand, Canada, Indonesia, Singapore, Malaysia, and many nations of Latin America. Jim serves as a consultant and has written marketing plans for travel industry companies and tourism promotion boards. Other books he has authored or coauthored include The Travel Industry and Hotel Sales and Marketing Planbook. His professional articles have appeared in The Cornell Hotel and Restaurant Administration Quarterly, The Journal of Travel Research, The Journal of Marketing, The Journal of Marketing Research, and The Journal of Applied Psychology. Dr. Makens earned an M.S., M.B.A., and Ph.D. from Michigan State University. He holds a B.S. from Colorado State University. He served as Associate Dean in the School of Travel Industry Management of the University of Hawaii. He was also an Associate Dean of INCAE, an affiliate of Harvard Business School in Central America. He is a faculty member of The Babcock Graduate School of Management at Wake Forest University.

Backcover Copy

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 hospitality industry to the pages of Marketing for Hospitality and Tourism, Third Edition. The authors' understanding of the industry results in a 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.

This book explains the how and why of everyone's role in marketing as an integral part of the hospitality operation.

The textbook's Internet site offers reinforcement of chapter material via student self-testing and contains links to key marketing and hospitality websites.

Internet links are referenced throughout the book.

Real-life industry examples are drawn from the authors' own experiences.

A mini case opens each chapter with a description of an actual company situation, which can he resolved through an understanding of the chapter's content.

Boxed marketing highlights provide practical insights into the chapter's material.

Electronic Marketing is a new chapter providing an overview of Internet, database, and direct marketing.

Internet Exercises at the end of each chapter guide the reader through the fascinating world of hospitality and tourism, marketing, and the Internet.

Full-color illustrations of hospitality businesses and advertisements enhance the presentation.

Increased number of case studies relate chapter material to the industry.

Glossary found at the end of the book provides a quick way to look up definitions, while key terms explain new terms introduced in each chapter.

Companion Websitewith PowerPoint Slides, 3/E
Bowen
©2003  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 013049979X  |  ISBN-13: 9780130499790
This online resource is available at no cost at http://www.prenhall.com/kotler.
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Downloadable Instructor Resources

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Companion Websitewith PowerPoint Slides, 3/E
Bowen
©2003  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 013049979X  |  ISBN-13: 9780130499790
This online resource is available at no cost at http://www.prenhall.com/kotler.
More Info

Instructor's Manual with Case Guide and Test Item File, 3/E
Bowen
©2003  |  Prentice Hall  |  Paper; 276 pp  |  Instock
ISBN-10: 0130996122  |  ISBN-13: 9780130996121
More Info

WIN PH Test Manager, 3/E
Bowen
©2003  |  Prentice Hall  |  Software  |  Instock
ISBN-10: 0130996130  |  ISBN-13: 9780130996138
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Companion Websitewith PowerPoint Slides, 3/E
Bowen
©2003  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 013049979X  |  ISBN-13: 9780130499790
This online resource is available at no cost at http://www.prenhall.com/kotler.
More Info

Companion Websitewith PowerPoint Slides, 3/E
Bowen
©2003  |  Prentice Hall  |  On-line Supplement; 0 pp  |  Live
ISBN-10: 013049979X  |  ISBN-13: 9780130499790
This online resource is available at no cost at http://www.prenhall.com/kotler.
More Info

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