This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. Marketing for Hospitality and Tourism, 6e is the definitive source for hospitality marketing courses. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the most frequent adoption for the course. Developed with extensive student and professor reviews, this edition includes new coverage of social media, discussion of current industry trends, and hands-on application assignments.
This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.
See what dozens of other companies are doing to achieve higher growth in a low-growth world economy or industry. A large number of CEOs, senior executives, and scholars have endorsed this book. Open the book and see what they say.
A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city-centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle-income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per-capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City-Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.
Throughout the book, leading international marketing experts Philip and Milton Kotler make a compelling case why the future of marketing must focus on top global cities and their metro regions.
Praise forMarketing in the Public Sector “Professionally, as an academic turned politician, this book–if published a few years earlier–would have made my life much simpler. This book lays out, in detail with concrete examples, how to conduct a grand plan for change. Particularly impressive is the application of different marketing principles along each step of the transition process toward establishing an efficient service-oriented governmental agency.” Somkid Jatusripitak, Ph.D., Deputy Prime Minister and Minister of Commerce, Royal Thai Government “This book is filled with insights for people who want to communicate effectively about government programs, but it should also be on the bookshelf of any government manager who needs to think creatively about how to improve customer service. Every page contains information and ideas that public-sector leaders can, and should, put in their management tool kits.” Christine O. Gregoire, Governor, Washington State “Increasingly, public sector managers have been challenged to ‘do more with less.’Marketing in the Public Sectordemonstrates that marketing is not simply another line-item expense, but rather a set of tools that help public servants allocate resources more effectively and efficiently. The book is chock-full of real-world stories of creative marketers working within diverse organizations, all of whom have come to understand that marketing is not simply advertising or persuasion, but rather a mindset.” E. Marla Felcher, Ph.D., Adjunct Lecturer in Public Policy, John F. Kennedy School of Government, Harvard University “Kotler and Lee are teaching governments to motivate by invitation rather than intimidation. Instead of complaint and reaction, they work to create a culture of contagious cooperation that can replace rulemaking with social consensus. This is a practical manual for un-clogging hearing rooms, cooling tempers, and putting government back on the side of the people who pay for it.” Dave Ross, CBS News Commentator “Marketing in the Public Sectorprovides an excellent planning framework for public sector officers engaged in all levels of marketing and communications. Showcasing real-world examples, it successfully demonstrates the marriage of commercial marketing concepts into public sector practice.” Dr. K Vijaya, Director, Corporate Marketing & Communications, Health Promotion Board, Singapore “Public sector organizations are now faced with an urgent need to stand out from the crowd in order to successfully compete for funding, talent, and influence. Philip Kotler and Nancy Lee have written a unique, practical, and timely book containing comprehensive guidelines and cases that those involved in the marketing of public sector organizations will find absorbing and most useful.” Paul Temporal, Group Managing Director, Temporal Brand Consulting, Author of Public Sector Branding in Asia “Every day, professionals in the public sector deliver thousands of programs and services in increasingly demanding environments. This book is a ‘must read’ and a standard reference for every public servant engaged in public sector marketing and communications. Congratulations to Kotler and Lee for creating a book that is both educational and practical.” Jim Mintz, Director, Centre of Excellence for Public Sector Marketing Use time-tested marketing principles to increase citizen participation, compliance, and support Leverage proven “4Ps” marketing tactics: optimize product, price, place, and promotion Segment your markets, reach your clients where they are–and satisfy them Influence positive behavior: 12 social marketing principles that work Marketing in the Public Sectoris a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase utilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs. This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.
Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver more value for every penny you spend.
This volume introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.
This volume introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy.
Aimed at tourism agencies, students of tourism and local government agencies, this book explains how to adopt a strategic marketing plan that will enable places to adapt and conquer the ever-evolving world marketplace.
Aimed at tourism agencies, students of tourism and local government agencies, this book explains how to adopt a strategic marketing plan that will enable places to adapt and conquer the ever-evolving world marketplace.
