Marketing for Hospitality and Tourism, 4/E
Philip Kotler, Northwestern University
John T. Bowen, Ph.D., CHE, University of Houston
James C. Makens, Ph.D., Wake Forest University

ISBN-10: 0131193783
ISBN-13: 9780131193789

Publisher: Prentice Hall
Copyright: 2006
Format: Cloth; 960 pp
Published: 06/29/2005

Suggested retail price: $105.33
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For undergraduate/graduate-level courses in Hospitality and Tourism Marketing.

THE most widely used Hospitality marketing text–comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give students extraordinary insight into marketing situations they will actually encounter on the job.

NEW — Completely revised chapter on Electronic Marketing.

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

NEW — Added chapter-opening mini-cases (now 37)–Describes how an actual hospitality and travel company has successfully applied marketing.

~Help students understand and remember the concepts presented in the chapter and how the material in the chapter relates to actual business situations.

NEW — All chapters updated.

~Provides students with an up-to-date guide to successful marketing in the hospitality industry.

Internet support–Features a website with support for both students and instructors–PowerPoint slides are now available for both! Also features chapter-relevant Internet links, study questions for student assessment, and links to websites related to hospitality and tourism marketing.

~The student site provides supplemental sources of information and learning tools.

Video Cases.

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

Real world industry examples–Drawn from the authors' own experiences.

~Provides relevance to the chapter.

Boxed Marketing Highlights–Introduce real people and real industry examples.

~Connect each chapter's material to real life.

Discussion Questions–At the end of each chapter, are used to start class discussions or as homework assignments.

~Challenges students to address real-world situations and consider appropriate methods of action.

Chapter-end exercises–2 types: Experiential AND Internet-Related.

~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. These exercises will challenge students to address real-world situations and consider appropriate methods of action.

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.

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.

Vivid full-color visuals–Color format with lively photographs, drawings, and tables of hospitality businesses and advertisements.

~Maintains students’ interest and provides visual aids to learning.

Chapter Objectives–These learning objectives summarize what you need to know after studying the chapter and doing the exercises--atthe start of each chapter.

~Helps students focus and organize their thoughts as they are reading.

Chapter Reviews–A summary of chapter content in outline format at the end of each chapter.

~Provides students with convenient review and assessment tools, and stimulates classroom discussions to help them review and retain key information.

Completely revised chapter on Electronic Marketing.

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

Added chapter-opening mini-cases (now 37)–Describes how an actual hospitality and travel company has successfully applied marketing.

~Help students understand and remember the concepts presented in the chapter and how the material in the chapter relates to actual business situations.

All chapters updated.

~Provides students with an up-to-date guide to successful marketing in the hospitality industry.

 

(NOTE: *Chapters 16 and 17 were renumbered from the 3rd edition.)

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.

                         

                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 and Group Markets.

               8.  Market Segmentation, Targeting, and Positioning.

 

III. DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX.

 

              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.  Professional Sales.*

           

IV. MANAGING HOSPITALITY AND TOURISM MARKETING.

 

            17.  Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing.*

            18.  Destination Marketing.

            19.  Next Year’s Marketing Plan.

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