Kotler, Philip  1931 <br/><br/>
Marketing for hospitality and tourism /  
Philip Kotler, John T. Bowen, James C. Makens 
 - Sexta edición 
 - 682 páginas :  Ilustraciones, gráficas, fotografías;  28 cm 
<br/><br/> Incluye índice (páginas: 673-682) 
<br/><br/>Understanding the hosptality and tourism marketing process - Introduction: marketing for hospitality and tourism - Service characteristics of hospitality and tourism marketing - The role of marketing in strategic planning - Developing hospitality and tourism marketing opportunities and strategies - The marketing environment - Marketing infromation systems and marketing research - Consumer markets and consumer buying behavior - Organizational buyer behavior of group market - Margket segmentation, targeting, and positioning - Developing the hospitality and tourism marketing mix - Desingning and managing products - Internal marketing - Pricing products: pricing considerations,  approacher, and strategy - Distribution channels - Promoting products: communication and promotion policy and advertising - Promoting products: public relations and sales promotion - Professional sales - Direc and online marketing: building customer relationships - Managing hospitality and tourism marketing - Destination marketing - Next year's marketing plan  
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<br/><br/><br/>Texto en inglés  
<br/><br/><label>ISBN: </label>97801327840203  0132784025 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Turismo<br/>Industria hotelera<br/>Hospitalidad
<br/><br/><label>Dewey Class. No.: </label>647.94  / K874m 2014