Marketing for hospitality and tourism / Philip Kotler, John T. Bowen and Seyhmus Baloglu

Contents

Part I Defining hospitality and tourism marketing and the marketing process
1. Creating customer value and engagement through marketing for hospitality and tourism
2. Services marketing concepts applied to marketing for hospitality and tourism
3. Marketing strategy: partnering to build customer engagement, value and relationships

Part II Understanding the marketplace and customer value
4. Analyzing the marketing environment
5. Managing customer information to gain customer insights
6. Consumer markets and consumer buying behavior
7. Organizational buyer behavior
8. Customer-driven marketing strategy: creating value for target customers

Part III Designing customer value-driven strategy and mix
9. Designing and managing products and brands: building customer value
10. Internal marketing
11. Pricing: understanding and capturing customer value
12. Distribution channels delivering customer value
13. Engaging customers and communicating customer value and advertising
14. Promoting products: public relations a nd sales promotions
15. Professional sales
16. Direct, online, social media and mobile marketing

Part IV Managing hospitality and tourism marketing
17. Destination marketing
18. Next year's marketing plan