by Philip Kotler, John Bowen, James Makens · PRENTICE HALL · tapa blanda · ISBN 9788420538952
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This book, 'Marketing for Tourism', third edition, is a comprehensive guide for those working in the tourism industry. It explores the importance of a clear consumer orientation, highlighting how customer interaction directly influences the success of tourism businesses. The book covers essential marketing strategies to create a customer-centric business culture and deliver superior value.
Philip Kotler is an American marketing author, consultant, and professor emeritus. He was the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). He is known for popularizing the concept of the marketing mix. He is the author of over 80 books, including Marketing Management, Principles of Marketing, Kotler on Marketing, Marketing Insights from A to Z, Marketing 4.0, Marketing Places, Marketing of Nations, Chaotics, Market Your Way to Growth, Winning Global Markets, Strategic Marketing for Health Care Organizations, Social Marketing, Social Media Marketing, My Adventures in Marketing, Up and Out of Poverty, and Winning at Innovation. Kotler has described strategic marketing as "the link between society's needs and its pattern of industrial response."
