by Philip Kotler, John Bowen, James Makens · Pearson · tapa blanda · ISBN 9780131200579
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«Marketing for Hospitality and Tourism» is the marketing manual for hospitality and tourism by Philip Kotler, John Bowen and James Makens, in paperback.
Reference work that explains how to apply marketing to the hospitality and tourism sector. It presents the fundamentals of the discipline and best practices for planning commercial strategies, promoting services and consolidating customer relationships, with both theoretical and practical orientation for the professional field.
Third international edition, in English, with 912 pages; published by Pearson in 2002.
Intended for students and professionals in tourism and hospitality who want to strengthen their marketing knowledge.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
