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Marketing for hospitality and tourism / Philip Kotler ... [et al.].

Contributor(s): Kotler, Philip
Call number: 647.940688 K87M 2017 Material type: materialTypeLabelBookPublisher: Harlow, England : Pearson Education, c2017. Edition: 7th ed., Global ed.Description: 680 p. : ill.ISBN: 9781292156156 (pbk.).Subject(s): Hospitality industry -- Marketing | Tourism -- Marketing
Contents:
Part 1. 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 2. 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 3. 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 4. Managing hospitality and tourism marketing. 17, Destination marketing. 18, Next year's marketing plan.
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หนังสือทั่วไป CL_General Book 647.940688 K87M 2017 (Browse shelf) Available 1 1000187668

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