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

By: Philip T Kotler , John T. Bowen , James C. Makens , Seyhmus Baloglu
ISBN-10: 134151925
/ ISBN-13: 9780134151922

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Format: Downloadable ZIP Fille
Authors: Philip T Kotler , John T. Bowen , James C. Makens , Seyhmus Baloglu
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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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