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Marketing for Hospitality and Tourism, 8th edition

Published by Pearson (October 25, 2024) © 2021

  • Philip Kotler Northwestern University
  • John T. Bowen University of Houston
  • Seyhmus Baloglu University of Nevada Las Vegas

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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

  1. The Marketing Environment
  2. Managing Customer Information to Gain Customer Insights
  3. Consumer Markets and Consumer Buying Behavior
  4. Organizational Buyer Behavior
  5. Customer-Driven Marketing Strategy: Creating Value for Target Customers

PART III: DEVELOPING THE HOSPITALITY AND TOURISM MARKETING MIX

  1. Designing and Managing Products and Brands: Building Customer Value
  2. Internal Marketing
  3. Pricing: Understanding and Capturing Customer Value
  4. Distribution Channels Delivering Customer Value
  5. Engaging Customers and Communicating Customer Value and Advertising
  6. Promoting Products: Public Relations and Sales Promotions
  7. Professional Sales
  8. Direct, Online, Social Media, and Mobile Marketing

PART IV: MANAGING HOSPITALITY AND TOURISM MARKETING

  1. Destination Marketing
  2. Next Year’s Marketing Plan

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