Маркетинг. Гостеприимство. Туризм

by Philip Kotler, James C. Makens, John T. Bowen

Авторы учебника - признанные специалисты в области маркетинга и гостеприимства; по их книгам учатся тысячи студентов во всем мире, в том числе и в России.
В учебнике (предыдущие издания - ЮНИТИ, 1998, 2002) рассматриваются основные аспекты индустрии гостеприимства: гостиничный и ресторанный бизнес и туризм, но помимо традиционных тем - качества обслуживания, специфики ценообразования, работы отдела сбыта, рекламы и продвижения, паблик рилейшнз и других включены новые - электронный маркетинг, маркетинг в условиях глобализации рынков. В материале учебника отражены все последние изменения, происходящие в этой динамической области.
Учебник содержит множество конкретных примеров, иллюстрирующих деятельность известных компаний, и набор кейсов, изучение которых помогает более системно и глубоко познать теорию.

Для студентов, аспирантов и преподавателей экономических вузов и факультетов, а также высших и средних учебных заведений, готовящих специалистов для сферы туризма и гостеприимства, слушателей школ бизнеса, руководителей предприятий и организаций индустрии гостеприимства, широкого круга специалистов.

Genres: Business, Nonfiction, Textbooks

1045 pages, Hardcover

First published January 1, 1995

About the author

Professor Kotler's book, Marketing Management, is the world's most widely used graduate level textbook in marketing. His other textbooks include Principles of Marketing and management: An Introduction and they are also widely used around the world.
Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. He believes that marketing theory needs to go beyond price theory and incorporate the dynamics of innovation, distribution and promotion systems into analyzing, explaining and predicting economic outcomes.
Kotler has worked for many large companies in the areas of marketing strategy, planning and organization, and international marketing.
He presents seminars in major international cities and countries around the world on the latest marketing developments to companies and other organizations.
"He is the father of Marketing Management".
(Wikipedia)

Reviews

[Dr.rimanaboulsi]

I like his books , yet we should read from him about hospitality challenges in middle east

[Ingibjorg Bjorgvinsdottir · Rating 3 out of 5]

It is a great marketing book with excellent examples from superb businesses all over the tourism industry. The only thing is that if you have already read Kotler book on marketing this book adds remarkably little. The internet and the future of the marketing for tourism on the internet and the coming shift in trends has way to little room in this book.

[Ryles]

its good i want to read it

[Anas]

different organization

[Tanessia Ricketts]

It has helpd me to better my marketing skill

[පිස්සු මහින්ද · Rating 5 out of 5]

mice

[Denise P. Meridith · Rating 5 out of 5]

Excellent all-around reference for students and faculty. Unfortunately, with the ever-changing world of tourism, it becomes dated (I think it is up to its 7th edition). So faculty would have to supplement teaching with more up-to-date articles and social media sources. But this is still something everyone in hospitality should have on the shelf for reference.

[Raphaela Folia · Rating 3 out of 5]

3.5 ☆☆☆

Καλογραμμένο βιβλίο και αρκετά χρήσιμο για ανθρώπους που σχετίζονται με το αντικείμενο! Απλά σε αρκετά σημεία ήταν too much info και σε κούραζε!

Το βιβλίο που διάβασα ήταν από τις πιο πρόσφατες επανεκτυπώσεις!

[Padmakar · Rating 4 out of 5]

Good

[Francis Llaga · Rating 5 out of 5]

GOOD READ

[Lafina Frynn · Rating 5 out of 5]

Mijn favoriet boek in mijn studies. Ik zou dit ooit willen her lezen.. just for the fun of it.

[Maisya Oktaviani · Rating 5 out of 5]

I want to work on final project

[Jaime Delgado · Rating 5 out of 5]

The book covers all the marketing techniques for the hospitality industry. It can used for teachers and students as well.
On the other hand, I think the book needs a new edition, even though I read the last one (6th edition), I missed more content on the Digital Marketing for Tourism, or at least a whole chapter to treat the subject more deeply.

[Julienne · Rating 3 out of 5]

This book is full of very useful tools for undergraduate students. The amount of typos is extremely distracting and it needs a better editor. It's also time to add a chapter on social media that is relative to the current market.

[Dewi Kasiyani · Rating 3 out of 5]

I had (and read) this book while I was taking my master in marketing (but it is the previous edition....I don't remeber)..a very good book, specially written by the marketing expert..Philip Kotler

[Ni Nyoman]

great

[Lauren · Rating 4 out of 5]

Enjoyable enough. It was a bit boring at times, but there's a lot of information that's helpful.

[Orient Boy · Rating 4 out of 5]

كتاب رائع لطلاب التسويق

[Balagurunathan]

yes this book contain good

[Jenavy Nguyen · Rating 5 out of 5]

it helps me a lot in improving marketing skills and my job

[Tolga Gok]

good

[Neyyne Neyreya · Rating 4 out of 5]

Really useful

[Hernan Salazar · Rating 3 out of 5]

I think that is a good book for know more about the tourism

[Jasica Libayo]

dhjftk

[Mary]

the content of the book its really amazing

[Trang · Rating 4 out of 5]

???

[Afifah Fatinah · Rating 3 out of 5]

good