Marketing for Hospitality and Tourism [Hardcover]

James C. Makens (Author)

Book Description

ISBN-10: 0131193783 | ISBN-13: 978-0131193789 | Publication Date: July 9, 2005 | Edition: 4th

This hospitality marketing book is comprehensive and innovative, managerial and practical, state-of-the-art and real-world. Easy-to-read and user-friendly, it provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. An abundance of real-world examples and cases and experiential and internet exercises give users extraordinary insight into marketing situations they will actually encounter on the job. Real-world in focus, topics reflect the authors' rich combination of both teaching and international consulting experience in the hospitality and travel industries. PART 1: Understanding the Hospitality and Tourism Marketing Process–Introduces the concept of hospitality marketing and its importance. PART 2: Developing Hospitality and Tourism Marketing Opportunities and Strategies–Explains the role of consumer behavior and how it affects the marketing environment. PART 3: Developing the Hospitality and Tourism Mix–Identifies and explains strategies for promoting products and the various distribution channels. PART 4: Managing Hospitality and Tourism Marketing–Highlights the latest trends in electronic marketing, destination marketing, and planning for the future. For those with careers in hospitality, hotel, restaurant or tourism customer service or marketing.

Editorial Reviews

From the Publisher

This new book builds upon the practical, managerial approach to marketing that is a trademark of Philip Kotler's renowned textbooks. Designed specifically with the hospitality and travel student in mind, it provides practical examples and applications that illustrate the major decisions marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. The authors bring a rich combination of both teaching and international consulting in the hospitality and travel industries to Kotler's proven framework of marketing principles. --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

9E-8, 0-13-080795-8, Kotler, Phil, Marketing for Hospitality and Tourism, Covers important principles and concepts that are supported by research and evidence from economics, the behavioral sciences, and modern management theory, and applies them through countless examples of situations in which real-life well-known and little-known companies assess and solve their marketing problems. The book covers: Service Characteristics of Hospitality And Tourism Marketing; The Role of Marketing in Strategic Planning; The Marketing Environment; Marketing Information Systems And Marketing Research; Consumer Markets and Consumer Buying Behavior; Organizational Buyer Behavior of Group Market; Market Segmentation, Targeting, and Positioning; Designing and Managing Products; Internal Marketing; Building Customer Satisfaction through Quality; Pricing Products: Pricing Considerations, Approaches, and Strategy; Distribution Channels; Promoting Products: Communication and Promotion Policy; Promoting Products: Advertising, Direct Marketing, and Sales Promotion; Promoting Products: Public Relations; Professional Sales; Destination Marketing; and Next Year's Marketing Plan. For anyone involved in Hospitality and Tourism Marketing. --This text refers to an alternate Hardcover edition.

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Product Details

• Hardcover: 960 pages
• Publisher: Prentice Hall; 4th edition (July 9, 2005)
• Language: English
• ISBN-10: 0131193783
• ISBN-13: 978-0131193789
• Product Dimensions: 10.1 x 8.2 x 1.6 inches
• Shipping Weight: 4.1 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #329,956 in Books (See Top 100 in Books)

More About the Author

Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He has been honored as one of the world's leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from twelve foreign universities. He is the author of over 40 books and over one hundred articles. He has been a consultant to IBM, General Electric, Sony, AT&T, Bank of America, Merck, Motorola, Ford, and others. The Financial Times included him in its list of the top 10 business thinkers. They cited his Marketing Management as one of the 50 best business books of all times.

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

4.0 out of 5 stars great textbook, December 27, 2004

By 

Hans Meyersohn "Mayersohn" (Ney York, NY) - See all my reviews

This review is from: Marketing for Hospitality and Tourism (3rd Edition) (Hardcover)

This is the texbook I had in college. It was and still is great, but for one...being a textbook ...it is more theoretical and two, it lacks certain areas. Nevertheless, it is very usefull. I would complement it with a book that I have recently read: Heads In Beds - hospitality and tourism Marketig by Ivo Raza. This is very practical and covers the areas that are missing from Kotler's textbook like Loyalty marketing, COOP with Touroperators, targeting travel agents, creating promotional materials, development, etc. Combined, both books truly give a complete overview of the complex travel indutry and should be the foundation for people studying or working in travel and tourism.

5 of 6 people found the following review helpful:

5.0 out of 5 stars Like any other book from Kotler; outstanding and clear!, May 21, 2000

By 

Marie-Louise - See all my reviews

This review is from: Marketing for Hospitality and Tourism (2nd Edition) (Hardcover)

Many of you who have already read more from Kotler, will understand what I mean. Kotler is giving in his edition for hospitality Marketing very clear and realitic points of view, usefull for both starting and advanced marketing managers. A must to read, for all those who want to stay ahead of their competition!

3 of 4 people found the following review helpful:

5.0 out of 5 stars Excellent for students worldwide, October 4, 2000

By 

Annette Mentasti - See all my reviews

This review is from: Marketing for Hospitality and Tourism (2nd Edition) (Hardcover)

As a lecturer in South Africa I found the inclusion of so many examples from MacDonalds and other international franchises useful to explain the examples to the class. As usual anything the Kotler writes is easy to put across to my students entering the hospitality industry. Well done!