by Philip Kotler · Prentice Hall · tapa blanda · ISBN 9789688809440
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«Mercadotecnia para hotelería y turismo» is the marketing manual by Philip Kotler, John Bowen and James Makens, in paperback.
The book applies the principles of marketing to the hospitality and tourism sector. It explains the role of marketing in these businesses and advocates an integrated vision: all areas of a hotel company participate in customer orientation and in commercial decision-making.
Original work in English: «Marketing for Hospitality and Tourism» (1995). This Spanish edition was published in 1998.
Aimed at tourism and hospitality students and at professionals in the sector who want a solid foundation in marketing.
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."
