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Testbank for Marketing for Hospitality and Tourism: (7th Edition) by John T. Bowen

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  • ISBN-10:  134151925 / ISBN-13:  9780134151922
  • Ebook Details

    • Format: Downloadable ZIP Fille
    • Resource Type : Testbank
    • Publication: 2016
    • Authors: Philip T Kotler , John T. Bowen , James C. Makens , Seyhmus Baloglu
    • Delivery: Instant Download

    $70.00 $50.00

    SKU: a31a6f1e0448 Categories: , , , ,

    Table of content:

    Part I: Understanding the Hospitality and Tourism Marketing Process
    1. Introduction: Marketing for Hospitality and Tourism
    2. Service Characteristics of Hospitality and Tourism Marketing
    3. The Role of Marketing in Strategic Planning
    PART II: Developing Hospitality and Tourism Marketing Opportunities and Strategies
    4. The Marketing Environment
    5. Managing Customer Information to Gain Customers Insights
    6. Consumer Markets and Consumer Buying Behavior
    7. Organizational Buyer Behavior of Group Market
    8. Customer Driven Marketing Strategy: Creating Value for Target Customers
    PART III: Developing the Hospitality and Tourism 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. Marketing Channels: Delivering Customer Value
    13. Engaging Customers and Communicating Customer Value
    14. Public Relations and Sales Promotion
    15. Professional Sales
    16. Direct, Online, Social Media and Mobile
    PART IV: Managing Hospitality and Tourism Marketing
    17. Destination Marketing
    18. Next Year’s Marketing Plan

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