Travel Market; Marketing: 2nd Edition

Author: Michael Kotler, Yanjun Xie
Publisher:
Publish Date: 2002-03-01
Features: This book covers research findings from various disciplines—such as economics, behavioral science, and modern management theory—including certain principles and concepts. However, it adopts a practical, marketing management research approach. Many concepts are applied through extensive examples, which illustrate how both well-known and lesser-known companies assess and address their marketing challenges. Each chapter of the book has been meticulously researched and organized, using mature marketing concepts, with examples explaining these concepts drawn from the hospitality and tourism industry. Thus, it is a textbook rich in practical examples and actionable insights, addressing the key issues faced by hospitality and tourism managers when balancing organizational goals and resources with diverse customer needs and opportunities in a global market environment. Tourism Marketing covers research findings from various disciplines—such as economics, behavioral science, and modern management theory—including certain principles and concepts. However, it adopts a practical, marketing management research approach. Many concepts are applied through extensive examples, which illustrate how both well-known and lesser-known companies assess and address their marketing challenges. Colorful illustrations, "Marketing Columns" features, company cases, and case videos further reinforce this application.