Phillp 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 industry to the pages of this book.

The authors' understanding of the industry provides for a very readable and extremely 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.

Features

• The same organization and readability of Kotler's Marketing Management and Principles of Marketing are also characteristics of this text.
• Explains the role of marketing in the hospitality operation. Whether you are in marketing, sales, human resource management, food and beverage management, front of the house or back of the house operations, or general management, you are involved in marketing. This book takes an integrative approach to marketing, explaining the how and why of everyone's role.
• 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 be resolved through an understanding of the chapter's content.
• Boxed marketing highlights provide practical insights into the chapter's material.
• Internet sites that provide information and examples for hospitality managers are referenced throughout the text.
• Full color illustrations of hospitality businesses and advertisements can be found throughout each chapter.
• The Hospitality Marketing Glossary provides a quick way to look up definitions to marketing terms.

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ORDER NOW MARKETING FOR HOSPITALITY AND TOURISM Second Edition by Philip Kotler, John Bowen, and James Makens 1998 • 800 pages • $96.00 + shipping Texas residents please add 7 % sales tax