000			02267cam a2200409 i 4500
001			9385
005			20240827095601.0
008			190513t2014 xxuado gr 001 0 eng d
020			_a97801327840203 _a0132784025
040			_aUISEK-EC _bspa _erda
041			_aeng
082	0	4	_a647.94 _bK874m 2014
100	1		_aKotler, Philip _91769 _d1931 _eaut
245	1	0	_aMarketing for hospitality and tourism / _cPhilip Kotler, John T. Bowen, James C. Makens
250			_aSexta edición
264		4	_aEstados Unidos : _bPearson, _ccopyright 2014
300			_a682 páginas : _bIlustraciones, gráficas, fotografías; _c28 cm
336			_atxt
337			_2rdamedia _an
338			_2rdacarrier _anc
500			_aIncluye índice (páginas: 673-682)
505	2		_aUnderstanding 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
526			_aNegocios Internacionales
546			_aTexto en inglés
650	1	7	_2lemb _9975 _aTurismo
650	2	7	_2lemb _91779 _aIndustria hotelera
650	2	7	_2lemb _98843 _aHospitalidad
700	1		_91775 _aBowen, John _d1924-2019 _eaut
700	1		_91778 _aMakens, James C. _eaut
901			_a2016-02-23 17:05:13
902			_a6
903			_a2
904			_aY
905			_aN
942			_cBK
999			_c8794 _d8794