Marketing for Hospitality and Tourism (3rd Edition)

From Book News, Inc.
Plenty of pedagogical enhancements flesh out the contents of this introductory text for students of hospitality and tourism. Coverage includes the many aspects of marketing--e.g. meeting human needs and building customer satisfaction, strategic planning, the company's microenvironment, research and information systems, consumer buying behavior, managing capacity and demand, distribution channels, and promoting products. Annotation c. by Book News, Inc., Portland, Or.

Book Description
The bible of the field. Easy-to-read and user-friendly, this book provides examples and applications that illustrate the major decisions hospitality marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. Real-world in focus, it reflects the authors' rich combination of both academic and international consulting experience in the hospitality and travel industries. An abundance of real-world examples and cases and experiential and internet exercises give readers extraordinary insight into marketing situations actually encountered on the job. Service Characteristics of Hospitality and Tourism Marketing. The Role of Marketing in Strategic Planning. The Marketing Environment. Marketing Information Systems And Marketing Research. Consumer Markets and Consumer Buying Behavior. Organizational Buyer Behavior of Group Market. Market Segmentation, Targeting, and Positioning. Designing and Managing Products. Internal Marketing. Building Customer Satisfaction through Quality. Pricing Products: Pricing Considerations, Approaches, and Strategy. Distribution Channels. Promoting Products: Communication and Promotion Policy. Promoting Products: Public Relations and Sales Promotion. Electronic Marketing: Internet Marketing, Database Marketing and Direct Marketing. Professional Sales. Destination Marketing. For Marketing Managers in any aspect of the hospitality and tourism industry.

The publisher, Prentice-Hall Career & Technology
This new book builds upon the practical, managerial approach to marketing that is a trademark of Philip Kotler's renowned textbooks. Designed specifically with the hospitality and travel student in mind, it provides practical examples and applications that illustrate the major decisions marketing managers face in their efforts to balance objectives and resources against needs and opportunities in today's global marketplace. The authors bring a rich combination of both teaching and international consulting in the hospitality and travel industries to Kotler's proven framework of marketing principles.

From the Back Cover
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 marketing as an integral part of the hospitality operation. The textbook's Internet site offers reinforcement of chapter material via student self-testing and contains links to key marketing and hospitality websites. Internet links are referenced throughout the book. Real-life industry examples are drawn from the authors' own experiences. A mini case opens each chapter with a description of an actual company situation, which can he resolved through an understanding of the chapter's content. Boxed marketing highlights provide practical insights into the chapter's material. Electronic Marketing is a new chapter providing an overview of Internet, database, and direct marketing. Internet Exercises at the end of each chapter guide the reader through the fascinating world of hospitality and tourism, marketing, and the Internet. Full-color illustrations of hospitality businesses and advertisements enhance the presentation. Increased number of case studies relate chapter material to the industry. Glossary found 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/kotler

About the Author
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University. He received his master's degree at the University of Chicago and his Ph.D. at M.LT., both in economics. Dr. Kotler is author of Marketing Management: Analysis, Planning, Implementation, and Control (Prentice Hall), now in its tenth edition and the most widely used marketing textbook in graduate schools of business. He has authored several other successful books, and he has written over ninety articles for leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Dr. Kotler's numerous major honors include the Paul D: Converse Award given by the American Marketing Association to honor "outstanding contributions to science in marketing" and the Stuart Henderson Britt Award as Marketer of the Year. He was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. He has also received the Charles Coolidge Parlin Award, which each year honors an outstanding leader in the field of marketing. Dr. Kotler has served as chairman of the College on Marketing of the Institute of Management Sciences (TIMS) and a director of the American Marketing Association. He has consulted with many major U.S. and foreign companies on marketing strategy. John Bowen is Professor and Director of Graduate Studies in the William F. Harrah College of Hotel Administration at the University of Nevada, Las Vegas. John has received wide recognition for his teaching and research in the area of hospitality marketing, marketing strategy, and services marketing. He has won awards for both his teaching and research. John has presented marketing courses and seminars in Asia, Australia, Central America, South America, and Europe and has published over eighty articles on marketing. John is the editor of UNLV Gaming Research and Review Journal, a regional editor for the Americas of The International Journal of Contemporary Hospitality Management, and the North American Research Director for Worldwide Hospitality and Tourist Trends (WHATT). John has managed hospitality businesses at both the unit and corporate level. He currently consults with hospitality businesses on customer loyalty, database marketing, and marketing strategy. John's formal education includes a B.S. in Hotel Administration from Cornell University, an MBA and M.S. from Corpus Christi State University, and a Ph.D. in marketing from Texas A&M University. John is a Fellow of HCIMA. James C. Makens is actively involved with the travel industry. He has conducted executive training for the Sheraton Corporation, Regent International Hotels, The Taiwan Hotel Association, and Travelodge of Australia. He has also conducted marketing seminars for tourism ministries or travel associations in Australia, New Zealand, Canada, Indonesia, Singapore, Malaysia, and many nations of Latin America. Jim serves as a consultant and has written marketing plans for travel industry companies and tourism promotion boards. Other books he has authored or coauthored include The Travel Industry and Hotel Sales and Marketing Planbook. His professional articles have appeared in The Cornell Hotel and Restaurant Administration Quarterly, The Journal of Travel Research, The Journal of Marketing, The Journal of Marketing Research, and The Journal of Applied Psychology. Dr. Makens earned an M.S., M.B.A., and Ph.D. from Michigan State University. He holds a B.S. from Colorado State University. He served as Associate Dean in the School of Travel Industry Management

Excerpt. © Reprinted by permission. All rights reserved.
We would like to thank the students and instructors who have used this text in the past. Their support has enabled us to come out with our third edition in just seven years. This text is now available in five languages. Students have told us Marketing for Hospitality and Tourism is both readable and interesting. One student wrote, "I enjoyed reading this book—it didn't seem like I was reading a textbook." The third edition maintains that readability. We had a team of students read each of the chapters to make sure the concepts presented made sense to them. Additionally, students were involved in the-final choice of illustrations for the text. We wanted to make certain the illustrations were both useful and interesting. For instructors, we made the text flow smoother from a teaching perspective. We have edited each chapter to keep the text current and relevant. For example, over the past four years the Internet has emerged as both a communication and distribution tool. In this edition, we incorporate discussions on the Internet throughout the text. We have also added a new chapter on electronic marketing. Other changes that were made in this edition are discussed later. Persons employed in hospitality and travel-related businesses have to be customer oriented, as customers are part of the product their company is selling. How you answer the phone, greet customers, and solve customers' problems can make the difference between satisfied and dissatisfied customers. Marketing calls upon everyone in the company to "think customer" and do all that they can to help create and deliver superior customer value and satisfaction. As Professor Stephen Burnett of Northwestern puts it, "In a truly great marketing organization, you can't tell who's in the marketing department. Everyone in the organization has to make decisions based on the impact on the customer." Everyone has to embrace marketing as a business philosophy. Each chapter in this book was carefully researched and constructed, using sound marketing concepts which are illustrated with examples from the hospitality and travel industry. The result is a book that provides a rich depth of practical examples and applications, showing the major decisions that hospitality and travel managers face in their efforts to balance the organization's objectives and resources against varying customer needs and opportunities in the global marketplace. The book is written with the hospitality and travel student in mind. The solicited and unsolicited comments we received from both students and their instructors were incorporated. The authors have extensive experience working with hospitality and travel businesses around the globe. Our understanding of the hospitality and travel business ensured that the end result is a book that clearly explains marketing concepts and then shows how they apply to real-life situations. Marketing for Hospitality and Tourism covers important principles and concepts that are supported by research and evidence from economics, the behavioral sciences, and modern management theory, yet it takes a practical, marketing-management approach. Concepts are applied through countless examples of situations in which well-known and little-known companies assess and solve their marketing problems. Color illustrations, "Marketing Highlight" exhibits, company cases, and video cases present further applications. The book has an international focus. Domestic companies are expanding overseas, while their home markets are being invaded by international companies; business markets have be come internationalized. We feel that students must be exposed to business and cultural examples from other parts of the world. Rather than have one chapter on international marketing, we have incorporated examples throughout the text. In the Instructor's Manual, we have included a number of class outlines to show how t s book can be used across a variety of different teaching formats: semesters or quarter-terns, universities or junior colleges, programs throughout. NEW FEATURES IN THIS EDITION We have made a number of significant changes based on feedback from instructors and students. New Chapter This edition contains a new chapter on electronic marketing (Chapter 16). The Internet, databases, and direct marketing are discussed. The chapters in the promotion section were reorganized, and advertising is included in the opening chapter on promotion. This resulted in the number of chapters remaining constant at nineteen. Internet Support This edition features a Web site with support for both students and faculty (www.prenhall.com/kotler). The student site features Internet links that are relevant to each chapter. Included are test questions for students to try to get an idea of how well they understand the material. The student site also includes links to Web sites related to hospitality and tourism marketing. Finally, we have included current events for each chapter that relate to the concepts presented in the chapter. The instructor's area includes PowerPoint slides and an electronic version of the Instructor's Manual. This will enable instructors to access these support materials at anytime and at locations around the world. Instructors will also want to check the current events section in the student section of the Web site. This feature will be updated throughout the year and can provide current examples for classroom presentations. More Cases We have added new cases, thereby increasing the total number to 31. Teaching notes for the cases can be found in the Instructor's Manual. Video Cases This edition features new video cases. We have found the use of video cases to provide an excellent bridge between marketing theory and reality. The video cases take only a few minutes of class time, but can lead into excellent discussions on the application of marketing concepts. Teaching notes for the videos are found in the Instructor's Manual. This is just another way Marketing for Hospitality and Tourism will increase classroom learning and interest. End of Chapter Key Terms and a Complete Glossary Reviewers told us that listing key terms at the end of the chapters would be useful. They also told us a complete glossary of hospitality and travel marketing terms at the end of the text is a benefit. This edition has both features. Additional Marketing Highlights and Industry Examples Reviewers told us they wanted more industry examples. We have expanded the number of Marketing Highlights. Experiential Exercises and Internet Exercises We have added experiential exercises at the end of each chapter. These exercises require the student to interact with the industry. They may involve a visit to a business or analyzing a specific aspect of a real business. The Internet exercises are relevant to the chapter and require the student to access the Internet. THE FOLLOWING FEATURESN`CONTINUE IN THIS EDITION Chapter Opening Cases and Boxed Marketing Highlights Each chapter opens with a minicase describing a company situation. These cases show the students how the material in the chapter relates to actual business situations. Boxed Marketing Highlights, short examples, and color illustrations with high-interest stories, ideas, and marketing strategies make this an enjoyable and interesting book for the reader. Chapter Objectives Each chapter begins with a set of objectives. Chapter Review Each chapter ends with a review in outline form. This learning aid was suggested by a student and recommended by reviewers as the preferred way to summarize the chapter. Review Questions Each chapter contains a set of questions that cover the main points and can be used to develop classroom discussions. Appendices There were sections in a few chapters from the first edition that some instructors said were great and other instructors said they did not use. We incorporated these sections in the appendices. They are there for the instructors who want to use them, but they do not interrupt the flow of material. Full Color This is the first full-color hospitality and travel textbook. It was not done in full color to create a lively textbook, but rather to maintain the style of the book. Marketing for Hospitality and Tourism tells the stories that reveal the drama of modern marketing: Carnival Cruise Lines's rise to the largest cruise line company in the world; Domino's Pizza's initial positioning strategy against Pizza Hut; the failure of Wendy's breakfast in the 1980s; the success of Hampton Inns's service guarantee; Disney's marketing of positive customer attitudes to its employees; the brilliantly staged publicity stunt of the Mirage Corporation that reached an international audience of hundreds of millions; the building of Ruth Fertel's Ruth's Chris Steak House chain; and Marriott's use of corporate intelligence in building Fairfield Inns. These and hundreds of other examples and illustrations throughout the book reinforce key concepts and bring hospitality and travel marketing to life. Glass Outlines The book contains some chapters and features not found in most hospitality and tourism marketing texts. For example, there is a complete chapter on internal marketing. Hospitality and tourism companies must get their employees enthused about their products if the employees, in turn, are going to get their customers enthused. This chapter discusses such topics as the establishment of a service culture, developing a marketing approach to human resource management, communicating with employees, and developing a reward and recognition system. The chapter titled "Building Customer Loyalty through Quality" focuses on how to use relationship marketing to improve customer satisfaction. This chapter includes a discussion of the popular service quality incepts and applies them to hospitality and travel marketing, as well as how capacity and demand management can impact quality. Finally, in the appendix to this chapter we include a section on forecasting. The text also includes a chapter on destination marketing intended for those programs that have a tourism option. We also added a full chapter on public relations that shows students how to use this powerful promotional tool. We believe that these additional chapters cover important topics. And although most instructors welcome these new additions, some instructors may not have time to cover all the information presented in the book. Therefore, in the Instructor's Manual we have developed several course outlines, from a basic course using only fifteen chapters to an outline that incorporates all nineteen chapters. The Instructor's Manual also contains an overview of each chapter with teaching suggestions and chapter objectives. Marketing for Hospitality and Tourism gives the marketing student a comprehensive and innovative, managerial and practical introduction to marketing. Its style and extensive use of examples and illustrations make the book straightforward, easy to read, and enjoyable. Instructional Support An Instructor's Manual, color PowerPoint slides, video cases, a computerized test bank, and Internet support are available to the instructors who adopt this book.


Buy from Amazon     Compare Prices

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.


Buy from Barnes & Noble     Compare Prices