Test Bank Marketing for Hospitality and Tourism 8th Edition by Philip T. Kotler
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Test Bank Marketing for Hospitality and Tourism 8th Edition by Philip T. Kotler
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Product Description
Test Bank Marketing for Hospitality and Tourism 8th Edition by Philip T. Kotler
Valerie Nash Chang, Carol L. Decker, Sheryn T. Scott
The 8th edition of “Marketing for Hospitality and Tourism” is a comprehensive guide that combines theoretical concepts with real-world applications specifically for the hospitality and tourism industries. This edition introduces a new chapter focused on digital marketing, updated industry examples, and in-class exercises. It remains a leading resource for students and professionals in the field, offering insights into customer engagement, value creation, and the application of marketing strategies in hospitality and tourism contexts.
ISBN-10: 0135209846
ISBN-13: 9780135209844
Table of Contents
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 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: Developing the Hospitality and Tourism Marketing 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 and 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
Marketing for Hospitality and Tourism 8th Edition by Philip T. Kotler Test BankAnswers