Philip Kotler, John T. Bowen, James C. Makens. -- 6a. ed. -- Upper Saddle River, New Jersey : Pearson Education, 2012.

xxi, 682 p.; 28 cm.

ISBN 978-0-13-278402-3.

Incluye referencias bibliográficas e índice.

Contenido: Understanding the hospitality and tourism marketing process -- Introduction: Marketing for hospitality and tourism -- Service characteristics of hospitality and tourism marketing -- The role of marketing in strategic planning -- Developing hospitality and tourism marketing opportunities and strategies -- 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 -- Developing the hospitality and tourism marketing mix -- Designing and managing products -- Internal marketing -- Pricing products: Pricing considerations, approaches, and strategy -- Distribution channels -- Promoting products: Communication and promotion policy and advertising -- Promoting products: Public relations and sales promotion -- Professional sales -- Direct and online marketing: Building customer relationships -- Managing hospitality and tourism marketing -- Destination marketing -- Next yea s marketing plan.