TY  - BOOK
AU  - Kotler,Philip
AU  - Bowen,John
AU  - Makens,James C.
TI  - Marketing for hospitality and tourism / 
SN  - 97801327840203
U1  - 647.94 
PY  - 2014///
CY  - Estados Unidos
PB  - Pearson
KW  - lemb
KW  - Turismo
KW  - Industria hotelera
KW  - Hospitalidad
N1  - Incluye índice (páginas: 673-682); 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; Negocios Internacionales
ER  -