Author Biography

Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He received his master's degree at the University of Chicago and his PhD at M.l.T., both in economics. Dr. Kotler is the author of Marketing Management (Pearson), now in its fifteenth edition and the most widely used marketing textbook in graduate schools of business worldwide. He has authored dozens of other successful books and has written more than 100 articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing.   Professor Kotler was named the first recipient of four major awards: the Distinguished Marketing Educator of the Year Award and the William L. Wilkie "Marketing for a Better World" Award, both given by the American Marketing Association; the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. His numerous other major honors include the Sales and Marketing Executives International Marketing Educator of tile Year Award; The European Association of Marketing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin Marketing Research Award; and the Paul D. Converse Award, given by the American Marketing Association to honor "outstanding contributions to science in marketing." A recent Forbes survey ranks Professor Kotler in the top 10 of the world's most influential business thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world, Professor Kotler was ranked as the fourth "most influential business writer/guru "of the twenty-first century.   Dr. Kotler has served as chairman of the College on Marketing of the institute of Management Sciences, a director of the American Marketing Association, and a trustee of the Marketing Science Institute. He has consulted with many major U.S. and international companies in the areas of marketing strategy and planning, marketing organization, and international marketing. He has traveled and lectured extensively throughout Europe, Asia, and South America, advising companies and governments about global marketing practices and opportunities.   John T. Bowen is Professor and former dean of the Conrad N. Hilton College of Hotel and Restaurant Management at the University of Houston and the Barron Hilton Distinguished Chair. Professor Bowen has presented marketing courses and seminars in Asia, Australia, Central America, Europe, and South America. Dr. Bowen is a consultant to both large and small hospitality corporations. Before becoming an academic, Professor Bowen held positions in restaurant management at both the unit and corporate level. Professor Bowen is on the editorial boards of the Cornell Hotel and Restaurant Administration Quarterly, Journal of Services Marketing, International Journal of Contemporary Hospitality Marketing and Worldwide Hospitality and Tourism Themes. He is co-author of Restaurant Marketing for Owners and Managers. Professor Bowen has received numerous awards for his teaching and research, including the UNLV Foundation Teaching Award, the Sam and Mary Boyd Distinguished Professor Award for Teaching, Founder's Award for Lifetime Support of Hospitality Graduate Education, and the Board of Regents Outstanding Faculty Member. The Graduate Education & Graduate Student Research Conference presented him with the Founder's Award, to recognize his contribution to graduate education. The Hotel and Lodging Association of Greater Houston recognized him with their lifetime achievement award. He has been a three-time recipient of the annual award from the International Council on Hotel, Restaurant and Institutional Education (CHRIE) for superior published research in the hospitality industry, and he received the John Wiley Award for Lifetime Research Achievement from CHRIE. Professor Bowen was recently cited as one of the five most influential hospitality management faculty in an article published in the Journal of Hospitality and Tourism Education. The Mayor of Houston proclaimed November 21, 2014 as John Bowen Day, in recognition of Dr. Bowen's contribution to the hospitality industry and hospitality education.   Dr. Bowen's formal education includes a B.S. in hotel administration from Cornell University, an M.B.A. and M.S. from Corpus Christi State University, and a Ph.D. in marketing from Texas A&M University.   James C. Makens is actively involved with the travel industry. He has conducted executive training for the Sheraton Corporation, Regent International Hotels, Taiwan Hotel Association, and Travelodge of Australia. He has also conducted marketing seminars for tourism ministries or travel associations in Australia, New Zealand, Canada, Indonesia, Singapore, Malaysia, and many nations of Latin America. Dr. Makens serves as a consultant and has written marketing plans for travel industry companies and tourism promotion boards. Other books he has authored or co-authored include The Travel Industry and the Hotel Sales and Marketing Planbook. His professional articles have appeared in the Cornell Hotel and Restaurant Administration Quarterly, Journal of Travel Research, Journal of Marketing, Journal of Marketing Research, and Journal of Applied Psychology. Dr. Makens earned an M.S., an M.B.A., and a Ph.D. from Michigan State University. He holds a B.S. from Colorado State University. He served as associate dean in the School of Travel Industry Management of the University of Hawaii. He was also an associate dean of INCAE, an affiliate of the Harvard Business School in Central America. Dr. Makens recently retired from the faculty at The Babcock Graduate School of Management at Wake Forest University.   Seyhmus Baloglu is professor and Harrah Distinguished Chair at the William F. Harrah College of Hotel Administration, University of Nevada Las Vegas (UNLV).  He earned a B.S. in hotel administration from Cukurova University, an M.B.A. from Hawaii Pacific University, and a Ph. D. in hospitality marketing from Virginia Tech.   Professor Baloglu has presented marketing courses and seminars in Asia, Australia, Europe, and the Caribbean.  Before joining academia, he held management positions and had diverse background and in the industry including restaurants, hotels, resort clubs and travel agencies. Professor Baloglu has published extensively in leading journals, including Journal of Business Research, Cornell Hospitality Quarterly, Journal of Hospitality & Tourism Research, International Journal of Hospitality Management, Annals of Tourism Research, Journal of Travel Research, Tourism Management, Journal of Travel & Tourism Marketing, and Tourism Analysis.  He received grants, contracts, and consulting projects from tourism destinations, gaming resorts, hotels, airports, nightclubs, and supply chain organizations.  He has been named as one of the significant contributors to the hospitality and tourism literature.  His work has been cited extensively across multiple disciplines and fields.  His research credentials have earned him both an international reputation and placement on the editorial boards of numerous leading journals. He has presented his work at many national and international conferences, seminars, and symposia, and served as keynote speaker and panel participant for numerous international conferences.  Other books he has coauthored are Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge and Handbook of Scales in Tourism and Hospitality Research.   Professor Baloglu is the recipient of numerous and prestigious teaching, research, and service awards. He has been named as the recipient of UNLV Alumni Association's Outstanding Faculty Member of the Year and the John Wiley & Sons Lifetime Research Achievement Award from the International Council on Hotel, Restaurant and Institutional Education (ICHRIE).  His other major honors include annual research awards from ICHRIE, the Sam and Mary Boyd Distinguished Professor Awards, the Ace Denken Research Award, and the Claudine Williams Distinguished Chair

Table of Contents

Part I: Understanding the Hospitality and Tourism Marketing Process

1. Introduction: Marketing for Hospitality and Tourism

2. Service Characteristics of Hospitality and Tourism Marketing

3. The Role of Marketing in Strategic Planning



PART II: Developing Hospitality and Tourism Marketing Opportunities and Strategies

4. The Marketing Environment

5. Managing Customer Information to Gain Customers Insights

6. Consumer Markets and Consumer Buying Behavior

7. Organizational Buyer Behavior of Group Market

8. Customer Driven Marketing Strategy: Creating Value for Target Customers



PART III: Developing the Hospitality and Tourism Customer Value-Driven Strategy and Mix

9. Designing and Managing Products and Brands: Building Customer Value

10. Internal Marketing

11. Pricing: Understanding and Capturing Customer Value

12. Marketing Channels: Delivering Customer Value

13. Engaging Customers and Communicating Customer Value

14. Public Relations and Sales Promotion

15. Professional Sales

16. Direct, Online, Social Media and Mobile



PART IV: Managing Hospitality and Tourism Marketing

17. Destination Marketing

18. Next Year's Marketing Plan

Long Description

For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing. 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 leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other current industry trends, authentic industry cases, and hands-on application activities.

Feature

Keep your course current with the latest information and trends in Hospitality and Tourism Marketing . UPDATED: Shows readers the importance of sharing economy and social media. Social media topics are integrated throughout the book to show how it can increase customer loyalty, build brand awareness, and reduce promotions costs. Material on crowdsourcing, consumer-generated content, live-like-a-local, social responsibility, and other current topics gives readers an up-to-date view of how sharing economy and social media affect marketing efforts. Chapter 16 now includes a major section on social media. UPDATED: Extends generational and lifestyle marketing - The 7th Edition expands on generational and lifestyle marketing and provides current cases and examples of generational and lifestyle concepts throughout the book. UPDATED: Provides a contemporary overview of destination marketing. An extensively revised Chapter 17 includes a destination marketing framework, new sections on tourism competitiveness, branding tourist destinations, and creating and managing visitor experiences such as co-creation and live-like-a-local experiences, reflecting the current and future state of this increasingly important space. UPDATED: Reflects current industry trends. The Seventh Edition is extensively revised throughout every chapter to give readers the most current view of the field. UPDATED: Uses interesting industry examples to entertain and engage students. Chapter-opening Vignettes , Marketing Highlights , and other features highlight hot-button issues in marketing. Over half of the chapter-opening vignettes are new illustrating how topical brands or new cases and examples show how actual companies have successfully applied marketing theories to real life situations. Translates the authors' industry and academic experience into the definitive book for this course. The author is known as the leading marketing educator worldwide and this book is known as "the bible" of the hospitality field. Explains how each team member in every area of operation participates in hospitality marketing . Its integrative approach examines various roles (general manager, human resource manager, food and beverage manager, front and back office, etc.) and their contribution to marketing efforts. Bring the subject to life and facilitate learning . UPDATED: Provides hands-on application assignments. Assignments include end-of-chapter Experiential Exercises and Internet Exercises that require students to visit a business, analyse a marketing tactic, and evaluate industry-leading websites. UPDATED: Features lively photographs, drawings and tables. Each page is laid out in vivid, four-colour format. New photos in the 7th Edition illustrate the growth of international tourism. Develops important critical-thinking skills. Students are challenged with thought-provoking case studies and end-of-chapter questions. Helps students focus their study and retain important concepts. Chapter Objectives, Key Terms, and Chapter Reviews provide convenient learning and memory tools.

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