Marketing for Hospitality and Tourism

An Indispensable Guide to Successful Marketing in the Hospitality Industry Philip Kotler, one of the world's foremost authorities on marketing, along with hospitality marketing experts John Bowen and James Makens, bring their knowledge of the hospitality industry to the pages of Marketing for Hospitality and Tourism, Third Edition. The authors' understanding of the industry results in a practical text. Introductory students and experienced managers alike will find this book a useful tool, providing a strong foundation for hospitality marketing decision-making and know-how. This book explains the how and why of everyone's role in marketingas an integral part of the hospitality operation. The textbook's Internet siteoffers reinforcement of chapter material via student self-testing and contains links to key marketing and hospitality websites. Internet linksare referenced throughout the book. Real-life industry examplesare drawn from the authors' own experiences. A mini case opens each chapterwith a description of an actual company situation, which can he resolved through an understanding of the chapter's content. Boxed marketing highlightsprovide practical insights into the chapter's material. Electronic Marketingis anew chapterproviding an overview of Internet, database, and direct marketing. Internet Exercisesat the end of each chapter guide the reader through the fascinating world of hospitality and tourism, marketing, and the Internet. Full-color illustrationsof hospitality businesses and advertisements enhance the presentation. Increased number of case studiesrelate chapter material to the industry. Glossaryfound at the end of the book provides a quick way to look up definitions, while key terms explain new terms introduced in each chapter. www.prenhall.com/kotlerKotler, Philip is the author of 'Marketing for Hospitality and Tourism', published 2002 under ISBN 9780130996114 and ISBN 0130996114.